Carlsberg UK adds digital marketing tools to sports package

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Licensees can tap into a new online platform developed by Carlsberg UK for promoting live sport broadcasts at their bars and pubs.

Members of Carlsberg UK’s Premier Sports Club support package can now create customisable digital marketing materials to drive footfall to their venue.

Since Premier Sports Club was launched 12 months ago, nearly 4,000 bars and pubs have joined from free-trade, leased and managed operators including Greene King, Mitchells & Butlers, Enterprise Inns, Admiral Taverns, Spirit, Punch Taverns and Stonegate Pub Company.

The online platform allows members to create professional-quality content for their digital channels, including websites and social media accounts. They select the fixtures they want to promote and create Facebook and Twitter content using Carlsberg-branded templates.

The first phase of the site development allows members to promote Barclays Premier League fixtures at their business. Over the next few months, further sports competitions will be added to the site including the Aviva Premiership, England National Team fixtures and the Tetley’s Challenge Cup.

Additional marketing tools will also soon be added to the website allowing members to create email marketing, web banners and content for digital screens.

Kathryn Purchase, director of customer marketing at Carlsberg UK, said: “With increasing numbers of on-trade businesses using social media to promote their outlet, it’s important that suppliers provide trade marketing support that meets their digital aspirations.

“The key benefit to Premier Sports Club members is the provision of a quick, easy and free to create customisable and professional quality content to promote live sport at their venue.”

Carlsberg is the Official Beer of the Barclays Premier League, England Football team, a Wembley Stadium partner and the Official Tournament Sponsor of UEFA Euro 2016.

Football drives more volume to the on-trade than any other single occasion, with the average on-trade outlet serving an additional 87 pints per day during an England match during UEFA Euro 2012.

In February this year Carlsberg UK and BT Sport joined forces to deliver a live sport activation package offering free-trade customers access to a discount of 50% on a BT Sport subscription, scaled according to the number of Carlsberg UK beer and beverage products listed on the bar.
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