Carlsberg’s UEFA Euro 2016 sponsorship campaign includes a consumer promotion offering fans ‘probably the best prize ever for a football tournament’.

Carlsberg announces EURO2016 promo plans


Manchester United legend Peter Schmeichel has been unveiled as the face of Carlsberg’s UEFA Euro 2016 sponsorship campaign, which includes a consumer promotion offering fans ‘probably the best prize ever for a football tournament’.

Consumers can win a VIP experience at one the tournament’s semi-final games at the Stade de Lyon and then on the following day will enjoy a range of football-themed activities at the famous stadium, such as crossbar challenge and bungee football with past players who took part in the UEFA Euro tournament, including Danish keeper Schmeichel.

Carlsberg says engaging fans through digital channels is its top priority for Carlsberg and that it will be running its most ambitious digital campaign during any UEFA EURO with a range of cutting edge digital activations which will engage consumers on a daily basis prior to and during the tournament.

For the first time ever, fans around the world fans will have the chance to vote for their official Carlsberg Man of the Match for each of the tournament’s 51 games via social media in addition to the online voting system at The new voting mechanic will tap into real-time fan conversations and provide an easy-to-access voting platform, giving fans a greater say in who wins each coveted award.

In line with its commitment to promote responsible consumption and to help fans celebrate responsibly, Carlsberg will run a number of awareness activities that encourage fans to enjoy its beers responsibly. Activities will take place within the fan zones in France and other markets.

Richard Whitty, Senior Marketing Manager Football, Carlsberg, says: “As with all our football partnerships, our ambition throughout UEFA EURO 2016 is to make football better for the fans. We have a number of clever campaigns that will make fans feel more involved in the tournament such as social voting, meeting the trophy and legends, plus actually getting fans onto the pitch where their heroes have played in the Semi-Final only the day before. There will be more to come as we get nearer to the tournament, but we’ll be doing everything with the usual Carlsberg wit, humour and football insight.”

The UEFA EURO2016 organisers themselves will be using digital media to involve supporters in the tournament experience, including the launch of the #SupportYourTeam Twitter campaign at the final draw in Paris. Fans who tweet @UEFAEURO with the name of their favourite team receive a message containing a personalised digital badge.

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