One thing’s for certain – it’s a massive year for Carlsberg, tipped by many people within the business as the biggest year in the beer brand’s long association with the game. The next 12 months will see Carlsberg as the official beer of the Barclays Premier League and the European Championships in France next summer, not forgetting the brand’s status as the official beer of the England national team, too.
In my opinion, Carlsberg has an extraordinary association with football, and most have a classic memory from years gone by, whereby the brand features in some way, shape or form. Whether it be Kevin Keegan slumped over a Carlsberg perimeter advertising board as Stan Collymore scores an injury time winner for Liverpool against my beloved Toon, or Steven Gerrard wheeling away after smashing a 20-yard screamer in a Merseyside derby, with his hand to his ear, donning the Carlsberg logo on his red shirt - it has always been part of the game.
However, don’t forget that Carlsberg’s relationship with the game goes beyond the stadium – and into pubs and bars too. If I can’t be at the game to watch my team live, there is no better place than the pub to view it over a Carlsberg with friends, responsibly of course! Our people work hard to help our customers make this possible, providing a variety of assets including fixture guides, digital and social media support and competitions to make sure supporters like you and I know the game is on.
As another round of Barclays Premier League fixtures approach, make sure you’ve seen Carlsberg’s latest advertisement, ‘If Carlsberg Did Kickabouts…’, replicating the classic kickabout in a park with mates that we are all so familiar with… well, almost!
Football’s back, and it’s probably the biggest year in Carlsberg’s long association with the game
The new advert is just the beginning of a big year of activity for Carlsberg and football, all of which will become apparent in the coming weeks and months. In the meantime, brace yourself for another dramatic Barclays Premier League season – and rest assured that Carlsberg will be there all the way!
Blog post by Sam Wainwright, corporate affairs executive.