Peter Schmeichel to front Carlsberg's Euro 2016 sponsorship campaign

Manchester United legend Peter Schmeichel has been unveiled as the face of Carlsberg’s ambitious UEFA Euro 2016 sponsorship campaign which is promising fans the chance to play in one of the tournament's stadiums alongside the legendary goalkeeper and others.

Continuing its well-known ‘probably the best’ theme, Carlsberg is offering fans what it says is ‘probably the best prize ever for a football tournament’ with a consumer competition offering a VIP experience at one the tournament’s semi-final games at the Stade de Lyon.

As well as attending the game the competition winners will take part in football themed activities such as crossbar challenge and bungee football with past players who took part in the UEFA Euro tournament, including Danish keeper Schmeichel.

Carlsberg will also attempt to engage fans across its social channels by opening up the man of the match award to a public vote on social media, similar to what Budweiser when it sponsored the FA Cup.

Schmeichel praised Carlsberg’s “fantastic track record” with its football sponsorships and said the marketing team would ensure that the “most unpredictable Euro for many years” would be a success.

Carlsberg senior marketing manager for football, Richard Whitty, promised “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.”

Overall the Dansih beer company has begun using a number of different marketing approaches such as a beer dispensing outdoor poster and a male grooming line that feature products made from the beer.

Carlsberg will also run a global TV ad ahead of the tournament’s kick-off.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.