Carlsberg Group has announced that it has today appointed Peter Schmeichel, legendary former goalkeeper for Denmark and Manchester United, as its global ambassador for the duration of the brand’s UEFA EURO 2012™ campaign.

Commenting on the announcement; Jørgen Buhl Rasmussen, Carlsberg Group’s President and CEO, says:

“This is a fantastic opportunity for us and we are delighted to have Peter as one of our team. Not only has Peter played much of his football in our two biggest Carlsberg markets – Denmark and the UK – but he is a well-known personality across Carlsberg’s key markets in all of Europe and Asia. We are confident that Peter will help us to deliver another very successful UEFA EURO™ campaign.

“Peter has a strong connection to football fans across the globe and will play a key role in helping us to iconise the Carlsberg brand and reinforce our new positioning “That calls for a Carlsberg”. He is also an important role model and will help us to endorse our message that the UEFA EURO 2012™ should be enjoyed responsibly.”

As an ambassador for Carlsberg Group, Schmeichel will be actively involved in many aspects of the Group’s activation programme, including engaging with fans through the Carlsberg facebook campaign, the Fan Challenge, where fans are given the chance to be at the UEFA EURO 2012™ and ultimately present the Carlsberg Man of the Match Award at the final. Peter will also be actively involved in Carlsberg’s media and hospitality events in the run-up and during the tournament itself.

Carsten Buhl, Carlsberg’s Senior Project Manager, Sponsorships, adds:

“Peter Schmeichel is a sponsor’s dream. Not content with being part of the victorious Danish team at UEFA EURO 1992™ and the 1999 Manchester United ‘dream team’ which won the UEFA Champions League, English Premier League and FA Cup, Peter has now established himself as a well-respected presenter, commentator and speaker, both in Denmark and internationally.

“Asia is an important region for Carlsberg and while these countries will not be directly involved in UEFA EURO 2012™, they love their European football and will be following the tournament closely. Peter’s association with Manchester United and his ongoing commitments means that he will be a valuable asset in leveraging our sponsorship in Asia, as well as Europe.”

Peter Schmeichel comments:

“I’m delighted to be an ambassador for Carlsberg, who have such a strong connection to European football. I believe that Carlsberg is one of the reasons that I got the chance to play football. When I was growing up, I dreamt about playing for both my national team Denmark and for Manchester United. At that time, in the 1970s, Carlsberg had already started investing in and supporting Danish football and this provided opportunities for people like myself to get more involved in this wonderful game.

“Having sponsored the European Football Championships for more than 20 years, Carlsberg has a fantastic track record and has shown a big commitment to fans, supporters and lovers of football, and I am really looking forward to playing my part.”

Involving fans

For the coming tournament, Carlsberg is giving fans the chance to be at UEFA EURO 2012™ and sample the excitement for themselves. From now until mid-May 2012, supporters can visit www.facebook.com/Carlsberg, “Like” the page and undertake a series of set challenges and tasks to prove their desire to get to the tournament.

Every successfully completed task will be rewarded with a virtual Carlsberg Fan Challenge™ trophy. The more trophies fans earn the more chances they will have to win tickets in the monthly competitions. Then, as the tournament gets closer, in February 2012 those with the most trophies will battle it out to win the chance to be part of history and present the Carlsberg Man of the Match Award at the UEFA EURO 2012™ Final.

The challenges will require a mix of football knowledge and passion for the UEFA EURO™ tournament. Successful entries will also reflect Carlsberg’s commitment to responsible behaviour.

To find out more about the Carlsberg’s Fan Challenge and football heritage, visit www.facebook.com/Carlsberg or www.carlsberg.com

Source: carlsberggroup.com

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