Carlsberg banking on English World Cup success

And big-screens across Denmark means that all fans win

June 11th, 2014 12:23 pm| by admin

Even if their nation didn’t make it to the World Cup, everyone will still has a favourite team when the world's most popular sporting event kicks off on Thursday. For brewery giant Carlsberg, that team is England.

Budweiser is the official beer of the World Cup, but Carlsberg stands to make huge financial gains thanks to the combination of football and beer at the huge event of the summer.  The brewery has plenty of campaigns up its sleeve in connection with the tournament – particularly in England.

“Carlsberg and football are very closely connected so we will make loads of campaigns in association with the games,” Peter Giacomello, the head of sponsorship at Carlsberg Denmark, told Jyllands-Posten newspaper.

“Besides, we are a sponsor of the English national team, so we are putting a lot into the event – especially in England.”

READ MORE: So many bars, so many teams … and all those broken dreams

Beer bonanza
During the last World Cup in South Africa in 2010, Carlsberg took advantage of the event to focus on football in about 40 markets around the world, which really boosted sales. Giacomello expects the same results this time around, although much depends on England’s performance.

“The World Cup is a huge event for beer brands,” Keld Strudahl, the head of brand promoters BrandActivators, said. “It’s the biggest ‘Brand Occasion’ in 2014 and the breweries must take advantage of the opportunity.”

Carlsberg is the main beer sponsor for the European Championships, while Heineken has the Champions League, and Budweiser (as mentioned) has the World Cup.

READ MORE: DR lockout threatening World Cup coverage

Big-screen joy
And while the Danes came up short making it to the big dance, there are plenty of options when it comes to watching the games in Copenhagen and beyond – particularly if you fancy seeing the games outside in the cool evening air.

If a lockout doesn’t red-card its plans, national broadcaster DR will show at least one match outside every evening on a big screen at Islands Brygge, where people can enjoy their football along with some Brazilian barbeque and some smooth samba beats to set the mood.

“We want to create a little slice of Brazil in the middle of Copenhagen, where people can come down and feel as if they’re part of the World Cup,” Søren Vestergaard, DR’s head of sports, told DR Nyheder.

“Here we will create a zesty Brazilian grilling atmosphere and of course show all of the evening games on a massive screen.”

Other parts of Denmark can also enjoy some big-screen action, thanks to an arrangement between the national football association and TV2. Aarhus, Odense, Aalborg, Køge, Helsingør, Horsens and Herning are all scheduled pit stops on their World Cup Tour de Denmark.

As part of the tour, the two semi-finals, the third-place match and the final will be shown at Fælledparken in Østerbro, Copenhagen.

Bohr, photographed in 1948 at Princeton University aged 63, saw out the latter years of his career in the US, promoting the peaceful application of atomic energy (photo: Princeton University/American Institute of Physics/Science Photo Library)
Atomic scientist’s quantum leap changed the world of physics forever
For such a tiny country, Denmark certainly punches above its weight, and th...
A tragedy in Copenhagen this afternoon (photo:PDP)
Mother of four stabbed to death in Copenhagen
A 51-year-old woman has been stabbed to death in an apartment in Nørrebro ...
German conductor Hartmut Haenchen warned against cuts from the Royal Orchestra (photo:  Riccardo Musacchio)
Musicians and maestros condemn cuts at the Royal Danish Theatre
The musicians at Det Kongelige Kapel, which is internationally known and ac...
Not rolling tomorrow (photo: Hochgeladen von Heb)
The postman may not ring at all in Copenhagen tomorrow
Some Copenhagen residents will see neither post nor packages tomorrow as ab...
Grejfreak has moved on from its original idea of selling military gear (photo: Bonzo)
Aarhus veteran cashing in on military gear
Kristian Juel Rasmussen came back from his deployment with the Danish milit...
Basking sharks are rare in Danish waters these days (photo: Anders Peter Schultz, Statens Naturhistoriske Museum)
Massive shark caught off Danish coast
A huge four-metre long shark was caught in Kattegat Strait off the coast o...