Carlsberg appoints Peter Schmeichel as its global ambassador for UEFA EURO 2012

Carlsberg, official sponsor of UEFA EURO 2012, has appointed Peter Schmeichel as its global ambassador for UEFA EURO 2012. Carlsberg release said that it is finalising its own team to help activate its sponsorship of the tournament. Peter Schmeichel is the legendary former goalkeeper for Denmark and Manchester United, as its global ambassador for the duration of the brand’s UEFA EURO 2012 campaign.

As an ambassador for Carlsberg Group, Schmeichel will be actively involved in many aspects of the Group’s activation programme, including engaging with fans through the Carlsberg facebook campaign, the Fan Challenge, where fans are given the chance to be at the UEFA EURO 2012 and ultimately present the Carlsberg Man of the Match Award at the final. Peter will also be actively involved in Carlsberg’s media and hospitality events in the run-up and during the tournament itself.

Peter Schmeichel said “I’m delighted to be an ambassador for Carlsberg, who have such a strong connection to European football. I

believe that Carlsberg is one of the reasons that I got the chance to play football. When I was growing up, I dreamt about playing for both my national team Denmark and for Manchester United. At that time, in the 1970s, Carlsberg had already started investing in and supporting Danish football and this provided opportunities for people like myself to get more involved in this wonderful game.

“Having sponsored the European Football Championships for more than 20 years, Carlsberg has a fantastic track record and has shown a big commitment to fans, supporters and lovers of football, and I am really looking forward to playing my part.”

Carlsberg is one the longest standing sponsors of the European Football Championships having first started in 1988. Starting in the 1970’s, Carlsberg was the first commercial sponsor of the Danish national team and national league. The Denmark sponsorship continues
today along with partnerships with the national teams of England, Ireland and Serbia.

In club football Carlsberg has wide ranging partnerships throughout Europe and beyond including a long running association with Liverpool FC, a recently announced deal with Arsenal plus Tottenham Hotspur (England), FC Copenhagen, OB-Odense (Denmark), Hamburg SV, Hertha Berlin, FC St. Pauli (Germany), FC Porto (Portugal) and many more.