Carlsberg Extends Cooperation with Denmark's National Football Team

Carlsberg and the Danish Football Association prolongs its cooperation, as Carlsberg is the official partner for the national team until European Championship finals in 2020.

Carlsberg has sponsored the national team since 1978, and a survey conducted by the Association shows that the brewery has had an active role the past two years in lifting the mood during matches through an increased focus on fan involvement and activation.

The commercial director of the Danish Football Association, also known as DBU, Katja Moesgaard, confirms that the two parties have decided to continue cooperation with increased focus on the fans and the experience at international matches.

"In DBU, we are working very hard to strengthen the relationship with our many passionate fans and listen to them to ensure the best possible atmosphere for international matches. Carlsberg works both targeted and innovative with the audience, and, therefore, the contract extension makes perfect sense. Our common ambition is to create lots of unique experiences and value for our fans at international matches," says Katja Moesgaard, DBU's commercial director.

Following all international matches, DBU distributes a questionnaire to the crowd, and the results show that fans assessed that the mood at international matches was raised by 25% from the World Cup qualifier 2013/14 to the European Championship qualifier 2015/16.

National Coach Åge Hareide welcomes the cooperation with Carlsberg because it focuses on the fans, as he himself priorities. Recently, he organised a national coach presentation for 60 members of the National Team Fan Club, and when he was announced as new coach, he met selected fans in the national stadium’s dressing room before he was presented to the press.

"For me, it is important that the national team is close to the fans, and that we have a good relationship with them.

They are the ones that give us the extra percentages on the field, and the support in the stands is indispensable. Therefore, I am very pleased with a partner that focuses on the fans and evocative actions that enhance the entire experience around international matches," said Coach Åge Hareide.

The mood-raising comes from Carlsberg’s so-called ‘mood pool’ from which fans can apply for grants. During the last qualification, fans for example started singing the national anthem 87 minutes into the games. The initiative came from a fan who was granted money to produce flyers and distribute them in the stadium, something that has now become a tradition to boost the mood of the match in its important final phase.

The ‘mood pool’ has also funded tifoer to all home games and a great setting for the UEFA European Under-21 Championships in Prague.

"Carlsberg's cooperation with the national team goes back many years, and our new partnership reflects the strong links that exist between us. The agreement we have made is a good example of how we continue to invest in our brands, but also celebrates the fans and the culture surrounding football with mood-creating initiatives that improve the entire experience around international matches. Football will always be a part of Carlsberg's DNA, and we are pleased to support the national team and its new coach through the #CarlsbergFORFAN campaign and other initiatives," says Peter Giacomello, sponsorship manager for Carlsberg in Denmark.



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