“Come June 11, we will all enjoy football’s biggest event, perhaps even the biggest sporting event on the planet. In such an occasion, it is only natural that every goal, every cheer and every win is celebrated with a Carlsberg ”, says Soren Ravn, Managing Director of Carlsberg Malaysia. “Carlsberg is very determined to support Team England in its ambition to lift the golden cup.”
Football in Malaysia fetches a high percentage of viewership with the Barclay’s Premier League (BPL) leading in terms of supporters and sponsorship. The wide reach of the BPL means that most Malaysians are already familiar with Team England’s star players such as Rio Ferdinand, Steven Gerrard and Wayne Rooney, giving Team England a natural support base in Malaysia. Its first match will be against the USA on June 12,2010.
Carlsberg beer will become the 'Official Beer to Team England’. The partnership will include display rights, marketing activities, and opportunities to develop premium products, retail branding and activity throughout the season. Carlsberg will also run on-ground activities to actively engage with its core drinkers and offer football fans all around Malaysia an opportunity to be “part of the game”.
"Football is an integral part of the Carlsberg brand", said Soren. "We are committed to the world's favorite game and hope that this investment re-iterates our aim to bring its unique and extensive football credentials to the benefit of fans in Malaysia” says Soren.
The brand's involvement in football started as long ago as 1978 when with continued sponsorship and investment the Danish football league became professional. Since then, Carlsberg has been a supporter of prestigious tournaments of football on a global basis.
From the World Cup of 1990 in Italy, Champions League in 1993 and 1994, EURO2000, EURO2004, EURO2008, sponsorships of the UEFA Cup to its long-standing sponsorship of the Liverpool Football Club, Carlsberg has been consistently part of the game of football.