Carlsberg disguises former footballer Chris Kamara as an OAP in Euro 2016 prank


By John McCarthy | Media editor

April 29, 2016 | 3 min read

Carlsberg is hitting home its sponsorship of the Uefa Euro 2016 competition, and the England team, by tasking pundit veteran Chris Kamara with pranking Londoners.

Kitted out as an old man with a beard and walking stick, Kamara rewarded those who gave up their seat for him on the train with tickets to England’s fixture against Russia 11 June.

On featuring in the 90 second video entitled ‘Your seat for Euro seat’, Chris Kamara, said: “It was great fun to team up with Carlsberg and reward those wonderful people. Sending them to the Euros this summer was just unbelievable. England have a brilliant chance and I’d urge the whole nation to get behind the team.”

Paul Morris, brand and sponsorship activation manager at Carlsberg, added: “As the official beer of Uefa Euro 2016 and the England team, we’re delighted to work with Kammy and launch our campaign by rewarding members of the public willing to show their generosity.

“This is the first in a series of activities rewarding fans and we’ve got plenty more planned in the lead-up to the tournament, so stay tuned for more substitution-themed stunts.”

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

It comes as part of the wider ‘If Carlsberg Did Substitutions’ campaign.


More from Advertising

View all


Industry insights

View all
Add your own content +