World Cup 2006 - How was it for you, Carlsberg?
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.
Probably the best sales opportunity in the world
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.
UK: Carlsberg extending England soccer deal
6 July 2006
Danish brewery Carlsberg is in talks to extend its sponsorship of the England national football team despite its disappointing exit from the World Cup in Germany last week.
US: A-B extends World Cup deal
28 April 2006
Anheuser-Busch has extended its partnership with FIFA to sponsor its World Cup tournament.
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