The Fan Squad will feature on a new TV spot

The Fan Squad will feature on a new TV spot

Carlsberg has launched a football marketing campaign in the UK as part of its sponsorship of England's Barclays Premier League.

The push, which will focus on the on-trade and will run in print, broadcast and digital, includes prize tickets for consumers to watch England qualifiers for the UEFA Euro 2016 tournament, Carlsberg said yesterday (3 April). It will also see the creation of the Carlsberg Fan Squad, which the brewer said “aims to listen to genuine fans, celebrate what is great about football and understand what more can be done to improve fans’ experiences”.

The Fan Squad will be headed by three UK celebrities - comedian Paddy McGuinness, former Arsenal and England player Ian Wright and sports presenter Jeff Stelling.

A new TV spot featuring McGuinness, Wright and Stelling is scheduled to air between next month and July including the final weekend of the Premier League and the Brazil World Cup.

Financial details behind the campaign were not disclosed.

Earlier today, Carlsberg announced that it is to take a controlling stake in Czech brewer Zatecky Pivovar.