Carlsberg: Probably The Best Pub Team In The World
I helped develop Carlsberg's sponsorship strategy in football, sponsoring The FA, and the England Football Team, Liverpool FC and The European Football Championships.
One of the activations I developed and programmed, was the UK Carlsberg Pub Cup, which was the pub version of the FA Cup. The competition gave pub teams the chance to play at Liverpool and at Wembley and to be crowned the UK champions.
The activation, which was delivered through the on-trade, helped pubs attract new customers as a result of the campaign, whilst cementing Carlsberg as probably the best beer in the world.
