Carlsberg – Officially Part of Team England

Shah Alam, May 2010 – With almost 3 decades of dedicated engagement to the football community, Carlsberg is proud to announce its partnership as the official beer for Team England in anticipation of a sensational 2010 FIFA World Cup in South Africa.

“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.

Carlsberg expects the partnership, considered the most successful activity for the brand on a global basis, to result in a large increase in sales over the period due to anticipated higher consumption and exposure to the brand. The jump in sales is expected to contribute significantly to market share gains in 2010, strengthening Carlsberg’s already dominant position as Malaysia’s most preferred beer brand.

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.

Media Centre

This media advisory is released by BRANDTHINK Malaysia on behalf of Carlsberg for usage in Malaysia. If you are a media organization based in Malaysia or are covering stories from Malaysia and wish to obtain a media kit relating to this article, please contact BRANDTHINK Malaysia at +603-22872255 or email at info.media (at @) brandthinkasia.com.

For information in other countries, please contact the PR Agency or the Corporate PR Department in each respective region.

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