Probably the best sales opportunity in the world

By just-drinks.com editorial team | 9 August 2006

The football World Cup arguably represents the ultimate marketing bonanza for brewers but taking full advantage not only involves major investment above and below the line but meticulous preparation and market intelligence. Ben Cooper reports on how Carlsberg UK approached the pinnacle of the sporting calendar.

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The football World Cup arguably represents the ultimate marketing bonanza for brewers but taking full advantage not only involves major investment above and below the line but meticulous preparation and market intelligence. Ben Cooper reports on how Carlsberg UK approached the pinnacle of the sporting calendar.

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