Carlsberg Part of the Game


As the official beer, Carlsberg offered unique football experiences to Malaysian consumers with the 'Carlsberg Golden Football Moment' campaign. Grand prize winner of the Carlsberg's "Golden Ticket" promotion presented the "Carlsberg's Man of the Match" trophy to German midfielder Bastian Schweinsteiger, after thw quarterfinal match in Basel, Switzerland. In another promotion called "carlsberg Golden Ride", a new Hyundai Coupe was given away to a grand prize winner.

As part of the strategic CRM, PR and Media plans, two separate trips to the EURO 2008 quarter finals and semi finals were hosted for contest winners and business partners as well as members of the press to experience the excitement of the tournaments live in Switzerland and Austria.

Carlsberg - Part of the Game

Uniquely different from the conventional Carlsberg elevated football experience to grater dimension by setting up a giant screen and stadium-like atmosphere at the football viewing party held at the Sunway Amphitheatre to mark the kick-off of the UEFA EURO 2008 championship. The launch event, graced by the Austrian and Swiss ambassadors to Malaysia, saw a huge turnout of 6,000 fans and was also endorsed by football legends Ray Parlour and John Barnes.

This event generated good TV and press coverage. During the UEFA EURO 2008 period, Carlsberg brand achieved a significant increase in its' Share of Voice, compared to the same period last year.

Carlsberg also participated in the Masters Football Malaysia Cup 2008 as the platinum sponsor. Special appearances by former football legends from Liverpool, Manchester United, Arsenal and EPL All Stars players John Barnes, Ian Rush, Bryan Robson, and Ray Parlour attracted hundreds of avid football fans to the game to watch their favourite football stars 'live' in action.

Carlsberg in Golf

Carlsberg, for the 10th consecutive year, was involved in Malaysia's most pretigious golf tournament organized by the Malaysian Golf Association (MGA) and co-sanctioned by the European and Asia Tours - the Maybank Malaysia Open 2008. As the main sponsor, Carlsberg secured strategic on-site branding and exclusive beer sales during the tournament.

Carlsberg also signed a partnership agreement to become the Official Beer for the Asian Golf Tour, the only recognized pan-Asia professional golf tour in Asia. This smart partnership with the Asian Tour enabled Carlsberg to leverage its premium brand identity in key Asian markets such as Vietnam, Cambodia, Singapore and Malaysia.



If you represent the media - print, online, radio or tv - please address enquiries concerning Carlsberg Group to:

Corporate Affairs & Sustainability Director

Pearl Lai

Tel 03-5522 6414 Email [email protected]