No. 1 Carlsberg is the No.1 beer and most preferred brand in Malaysia 

+100 More than 100 press coverage in print and electronic media

+400 2 Carlsberg Tour Buses with a group of 50 cheerleaders, percussionists and football fanatics visited more than 400 bars and eateries

+1,000 More than 1,000 viewing parties organized across the country

+1,500 Approximately 1,500 consumers in selected national retail chains responded to the ‘Trip to England’ consumer contest

+20,000 More than 20,000 exclusive premiums were given away and redeemed during the promotion period  +25,000 More than 25,000 glasses of Carlsberg beer were sampled at the WorldCup Finals Street Viewing Party in KL.

Effective sponsorship of Team England Carlsberg’s sponsorship of Team England during the WorldCup season has proven effective despite the early exit of Team England. Carlsberg who is the long term sponsor of the England Football Team has greater levels of association with the FIFA World Cup 2010. Based on a survey by a UK company, Engage Research, the brand that has a persistent connection to football, enjoys greater recognition by consumers than those who took advantage of World Cup short-term promotions.

Carlsberg is thankful for the support from its customers, consumers, members of the press and everyone who have made Carlsberg the most preferred beer brand during the World Cup 2010 football championship. Now that the World Cup is over, Carlsberg is now on the road to the next big football event – UEFA EURO 2012, which is to be held in Poland and Ukraine.

Carlsberg is official sponsor of the EURO 2012. Carlsberg owns the commercial rights cover, among others, sole and exclusive promotions including Man of the Match, branding at stadium, exclusive pouring rights at all stadiums and in Fan parks, tickets and hospitality.

EURO 2012

• The final tournament of the 14th UEFA EURO will be held in four stadiums in Poland and four stadiums in Ukraine from 8 June to 1 July 2012.
• For the first time ever the European Cham- pionship will be hosted in Eastern Europe.
• EURO 2012 will be the championship with the longest distances ever between two stadiums: Up to 2,000 km from Gdansk in Poland (West) to Donetsk in Ukraine.
• The 31 matches will be broadcasted live in more than 200 territories around the world.

Capitalizing on the sponsorship of Team England in the 2010 World Cup South Africa, Carlsberg Malaysia kicked off its Carlsberg’s World Cup Campaign at the official launch event held on May 26 at the Padang, One Utama PJ.

The guest of honour for the event was the popular former England football player, John Barnes who lent his support to the team. John also played in a friendly match against the champion of the ‘Carlsberg Futsal Cup’ - Liverpool Supporters Club Malaysia (LSCM) and attended an exclusive football coaching clinic with his fans.

At the launch, MD Soren Ravn unveiled a series of exciting activities including promotions and also the two double-decker buses which were prominently decorated with Team England branding for a nationwide road trip.