Carlsberg celebrates 100 days to UEFA EURO 2012 kicks off

By Chancy Namadzunda

Carlsberg, official sponsor of UEFA EURO 2012, is today hosting an international media event at their headquarters in Copenhagen to mark the fact that there are exactly 100 days to go to the start of the tournament.

In addition to providing further details about Carlsberg’s various campaigns for UEFA EURO 2012, such as its Fan Challenge which is currently running on its Facebook page (, a unique Carlsberg UEFA EURO 2012 mobile application is also being officially launched: This app, available in multiple languages, offers fans exclusive football content in the run up and during the tournament.

During the event Peter Schmeichel, the legendary Manchester United and Denmark goalkeeper, and Carlsberg’s recently appointed global ambassador, is also discussing his experiences as a footballer and expressing his views on the approaching tournament.

In the countdown to the tournament, Khalil Younes, Senior Vice President Marketing and Innovation, talks about Carlsberg’s involvement and some of the initiatives that the brand is planning for the fans:

“Today is an exciting day for Carlsberg. There is exactly 100 days to go before the next European Championships kicks off and I am proud to say that we are, once again, stepping up and doing our outmost to engage and support the many football fans who will enjoy the coming tournament this summer.

“This year’s campaign sees us moving heavily into the digital world with our Fan Challenge, inviting fans to win tickets with one ultimate winner realising a dream of a lifetime and being given the opportunity to present the Carlsberg Man of the Match Award at the Final.

Other exciting initiatives include our new concept for fun and affordable accommodation – the Carlsberg Fan Camps – which will be on offer in Poland and our new mobile app, launched today, which will offer football fans exclusive content in the run up and during the tournament.” He said

Ambassador involved in selecting winners

Peter Schmeichel added: “Over the years, Carlsberg has shown a significant commitment to fans and supporters and lovers of football and has an excellent track record in sponsoring the European Football Championships. I am already involved in a range of activities on their behalf, and through my role as a scout to judge the Carlsberg Fan Challenge. I am really looking forward to seeing who will step up and show me and the panel why they are the ultimate fan. Three lucky winners will join me in Warsaw during the tournament for a final set of challenges, with the ultimate winner going on to present the Carlsberg Man of the Match Award at the Final.

“Look out for some exclusive content from me on the Mobile App and the Carlsberg Facebook page and I hope to meet many of the fans in Poland and Ukraine in the summer.”

The new Carlsberg Fan Camps – offering fun and affordable accommodation

Above all, the brand is working to ensure that fans in Poland and Ukraine are able to access a cool, crisp Carlsberg. The planning for the Finals has been a four year process and it is now in the final stages. The key is to ensure enough beer is delivered on time to all venues, from the stadiums through to the Fan Parks.
Furthermore, at UEFA EURO 2012 Carlsberg is offering a new initiative, the Carlsberg Fan Camps, in one of the host markets, Poland. These camps are build on previous experience around big festivals, and provide a fun, affordable environment where fans from all nations can come together, support their team, watch some football and enjoy a Carlsberg.
Carsten Buhl, Senior Project Manager, Sponsorships, has been involved in the last five European Championships and is central to the planning:

“It takes four years to plan for a tournament of this size, and the key is planning, planning, planning. This year offers a different challenge due to the large distances between the venues across Poland and Ukraine, but we have had great support from the local teams. This year we have also supported a new initiative, the Carlsberg Fan Camps, which, in addition to the Fan Parks, will offer affordable accommodation, Carlsberg VIP bars and a great atmosphere to enjoy the tournament. We are sure they will prove a great success with the fans.”

“We are all looking forward to a tournament where we hope all the fans will enjoy a Carlsberg and enjoy drinking responsibly.”

The Carlsberg UEFA 2012 mobile app – a ‘must have’ for the tournament

The Carlsberg UEFA EURO 2012 app is officially launched in partnership with Motain, a leader in sports publishing and publisher of the leading European football app. The app will be one of the most sought after of the summer and will offer exclusive football content.
Available in multiple languages, it will include a match ticker, exclusive editorial and video content, a bar finder and the opportunity to vote live for the Carlsberg Man of the Match Award during all UEFA EURO 2012 matches.

The Carlsberg UEFA EURO 2012 app can be downloaded from i-tunes and Android stores under UEFA EURO 2012 app by Carlsberg.

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