Paddy McGuinness, Ian Wright and Jeff Stelling Star in Carlsberg Fan Squad TV Advert

Carlsberg will unveil its new Fan Squad TV advert starring Paddy McGuinness, Ian Wright and Jeff Stelling over the final weekend of the Barclays Premier League season. The 30 and 60 second spots see the Carlsberg Fan Squad ambassadors transform fans’ experience of watching England in the pub.

Comedian, Paddy McGuinness, former Arsenal and England striker, Ian Wright, and Sky Sports Soccer Saturday’s, Jeff Stelling have their own unique roles in the Fan Squad advert.

Paddy is the pub ‘landlord’ delivering a sushi restaurant style conveyor belt of ice-cold Carlsberg for fans. Jeff is the Godfather-esque character who pushes the ‘magic’ Carlsberg beer mat to swap the tired pub TV for a state-of-the-art super screen and ensures even the smallest of fans get the optimum view of the match with a rising hydraulic floor.  Ian Wright’s role includes a direct audio line to the referee in charge of England’s crucial match where to the disbelief of fans in the pub, he speaks to the referee informing him to award England a penalty.

Ian Wright, commented on the Carlsberg Fan Squad TV advert:  “Carlsberg is the beer of football for real fans, they know what fans want.  This knowledge has been brought to life through the advert with the ultimate pub viewing experience serving up ice-cold Carlsberg and an England victory.   As an England fan myself, that sounds pretty perfect to me.”

The advert was developed following market research with real football fans to identify the things that dampen their experience of watching football in the pub.  The insight outlined that nipping to the toilet and missing a goal infuriated fans, as did the size of the TV and the chance of having a view blocked by a tall fan.  The Fan Squad therefore introduces viewing holes in the urinals, a super-sized screen and raised seating platforms to ensure fans never missed a kick and any of the action.

Carlsberg will support the advert with an interactive 360° digital feature on, providing fans with the opportunity to test their knowledge of club and national teams.  68 clues have been positioned on the set of the advert challenging fans to test themselves to see how many team names they can find.

The Carlsberg Fan Squad has also launched the ultimate promotion to make watching England unbeatable.  Bringing the best elements of the pub, living room and stadium together for the ultimate fan experience, Carlsberg has launched an on and off trade campaign to give 1,000 fans the chance to watch England v San Marino, in October, at Wembley.

Dharmesh Rana, Carlsberg Senior Brand Manager, comments:  “As the Official Beer of The England Team, we’re really proud of the Fan Squad advert.  We want to make football even better for fans so we listened to them to find out how we could improve the experience of watching England in the pub. With the help of Paddy, Ian and Jeff, we’ve put the fans first, and further enhanced our position as the beer of football.” 

Carlsberg is an Official Supporter of Wembley Stadium and the Official Tournament Sponsor of UEFA EURO 2016™.

Find out more about the Fan Squad at and @CarlsbergUK.