Carlsberg and talkSPORT Announce Winner of 'People's Pundit’ Campaign

Carlsberg and talkSPORT’s five-month campaign to find the ‘People’s Pundit’ has reached its climax. The winner of the once-in-a-lifetime opportunity of joining talkSPORT’s on-air team for the finale of the Barclays Premier League season, has been chosen.

The competition, which was championed by the Carlsberg Fan Squad – created to amplify fans’ enjoyment of football – saw Liverpool-supporter, Kevin Clarke, outshine his opponents and win the ultimate accolade.  Clarke, will report live from the Britannia Stadium as Stoke City take on Liverpool on 24 May in Steven Gerrard’s last game for his hometown club.


Carlsberg launched its search in January this year, with a goal to find the UK’s most talented sportscaster. The 16-week campaign toured the country, hitting a range of Carlsberg UK customers – including JD Weatherspoon, Mitchells & Butlers, Punch Taverns, and a number of free house pubs. The leading beer and beverage business also visited many Barclays Premier League venues, to reinforce the brand’s strong relationship with fans of the sport.  

More than 500 football aficionados entered the contest, and through various stages and challenges, were narrowed down to the five most impressive entrants. All five then attended a bootcamp stage at Wembley Stadium, where they were put through their paces by professional pundits Jeff Stelling and Mark Saggers, and were tasked with conducting a press conference with former Arsenal midfielder, Ray Parlour.   

It was Clarke’s confident style and professional consistency across the range of punditry challenges, which made the Bristol–based fan the outstanding candidate to be crowned the UK’s ‘People’s Pundit’.

Paul Morris, Carlsberg Brand & Sponsorship Activation Manager, said: “The People’s Pundit campaign has reinforced our belief that the pub is the best place to watch live sport, and we are delighted with the level of engagement the campaign has generated within the trade and amongst consumers. Partnering with talkSPORT and Jeff has helped us provide a platform for Carlsberg to celebrate its credentials within the world of sport.

“Kevin encapsulates all the key attributes needed in a professional pundit, consistently delivering entertaining and captivating performances while proving himself to be extremely knowledgeable about the ‘beautiful game’ itself.”

Clarke commented on his triumph: “What’s so great about Carlsberg’s ‘People’s Pundit’ competition is that it teaches us football fans how to talk professionally about our favourite sport – and also offers the most incredible prize. I’m so thrilled to have won, and I can’t wait to join the team at talkSPORT later this month!”   

Over three million talkSPORT listeners were able to follow the competition as the presenters provided frequent updates and advertisements. The campaign was also promoted on point of sale materials in Carlsberg UK’s on-trade customer outlets and on perimeter boards at Premier League football matches.