Carlsberg is preparing to launch the next activation stage of its Uefa Euro 2016 sponsorship campaign, announcing plans to rebrand 19 pubs throughout England The Three Lions.
The activity with begin on 16 May when the Famous Three Kings in London's Fulham will forgo its traditional signage for a new The Three Lions fascia and bespoke frontage. The temporary sign will feature footballers Wayne Rooney, Jamie Vardy and Joe Hart.
Boozers from Newcastle to Gosport will be given the same treatment, with all references to their 'old' names being removed until England leave the tournament. POS materials and exclusive glassware will also be supplied to participating pubs.
Former England player and manager, including Terry Venables and Lee Sharpe, will be making public appearances at the 'pubstitution' outlets in London, Manchester, Bradford and Newcastle throughout the competition.
Carlsberg hopes the nationwide initiative will encourage the country to get behind their local team.
Paul Morris, brand and sponsorship activation manager at Carlsberg, said: "We’ve been involved with international football for over 20 years and this year, as part of our role as the Official Beer of Uefa Euro 2016 and the Official Beer of the England Team, we want to cement our status as the beer of choice for football fans and help our network of pubs deliver an incredible experience for their customers."
Carlsberg has already staged a number of content-driven stunts in the lead up to the summer tournament, including a surprise ticket giveaway with pundit Chris Kamara and recreating iconic Euros moments with freestyling footballers.