Carlsberg gets pubs and bars ready for Euro 2016 kick-off


Terry Venables Carlsberg

Pubs and bars are getting ready for the Uefa Euro 2016 tournament with point-of-sale kits and other on-trade activities for Carlsberg beer.

With the brand as official beer sponsor, Carlsberg UK has sent out 10,000 kits to licensees throughout England, Wales and Scotland, featuring exclusive sponsorship assets such as England player imagery and Euro 2016 branding.

The packs include fixture posters, planners, flags and wigs to help add to the consumer buzz surrounding the matches.

Pubs whose names have “lion” or “three” in them will see their traditional signage replaced by new “The Three Lions” fascia as a football-themed “pubstitution”.

The bespoke pub signs feature a group of England players including strikers Wayne Rooney and Jamie Vardy and goalkeeper Joe Hart.

Former England manager Terry Venables (pictured) kicked off the pub sign initiative at the Famous Three Kings pub in Fulham, south-west London, which has become The Three Lions for the tournament.

Over the coming weeks, more pubs owned by companies such as Stonegate Pub Company, Enterprise Inns and Punch Taverns will have their signage transformed. Selected pubs will also see launch visits from a football legend, including Phil Neville and Kieran Dyer.

A new online film has been created for Carlsberg, called “Substitute Pessimism for Optimism”, set in a fictional pub called The Three Lions. It encourages England fans to get behind the national team and to look forward to what promises to be an exciting tournament for fans. It can be viewed on Carlsberg’s YouTube channel.

Liam Newton, vice president marketing for Carlsberg UK, said: “We’re using our brand credentials and unique role as the official beer of Uefa Euro 2016 and the England team to support pubs to deliver an incredible experience for their customers, beer lovers and football fans over what promises to be a huge summer for the on-trade.”

Carlsberg UK’s Premier Sports Club has also been relaunched as a digital support tool in time for the tournament and will provide a range of tools including exclusive social media content to help licensees to drive consumers to their outlets.

The campaign is based on the insight that football tournaments are worth over £60m to the on-trade and live football can add an uplift of 60% to an outlet’s rate of sale.

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