Carlsberg Part of the Game

Carlsberg kick-offs Football tour to bring the beautiful game closer to fans  

Carlsberg is putting its muscle behind its partnership as the official beer of team England and is gearing up to excite fans of football with a nationwide Football tour extravaganza. The launch is set to reinforce Carlsberg's image as an international premium beer, and its association with Team England for World Cup 2010 will demonstrate that Carlsberg understands the enjoyment, the mindset, the exhilaration and the passion that is football from a fan's perspective. 

"Football represents one of the most effective platforms for reaching out to your consumers and Team England is a big deal in Malaysia, enjoying a massive fan base",says Soren Ravn, Managing Director of Carlsberg Malaysia. "It will be such a strong attraction because many star players in Team England are already fan favourites in Malaysia. We expect our football tour to build huge excitement in every state of Malaysia that will result in higher consumption and exposure for the brand.

World Cup is an event that unites people and suits a brand that operates on a global scale. He added, " Wherever you are in the world, the passion for football is all about connection, camaraderie and celebration - and that's what our brand stands for. "

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