DENMARK: Carlsberg signs Schmeichel for Euro 2012 campaign

By Chris Mercer | 26 January 2012

Carlsberg recruits Peter Schmeichel as brand ambassador

Carlsberg recruits Peter Schmeichel as brand ambassador

Carlsberg has recruited ex-Manchester United and Denmark goalkeeper Peter Schmeichel to be its global ambassador throughout the Euro 2012 football tournament.

Schmeichel will take part in marketing campaigns and hospitality events around the brewer's sponsorship of the UEFA tournament, which takes place in Poland and Ukraine in June. He will also engage with fans on Facebook. 

While Euro 2012 is a European competition, Carlsberg believes that Schmeichel's links to Manchester United will play well in its key emerging beer markets in Asia, where the club has a strong following. Carlsberg's CEO, Jørgen Buhl Rasmussen, said today (26 January): "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."

In October last year, Carlsberg launched a Europe-wide digital marketing campaign via Facebook that offers consumers the chance to win tickets to Euro 2012.

Expert analysis

Carlsberg AS (CARL B) - Financial and Strategic SWOT Analysis Review

This comprehensive SWOT profile of Carlsberg AS provides you an in-depth strategic SWOT analysis of the company’s businesses and operations. The profile has been compiled by GlobalData to bring to you a clear and an unbiased view of the company’s key strengths and weaknesses and the potential opportunities and threats. The profile helps you formulate strategies that augment your business by enabling you to understand your partners, customers and competitors better.

Sectors: Beer & cider, Marketing – advertising & promotions

Companies: Carlsberg

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