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.