Official EURO 2000 Fan Shirt Carlsberg

Euro 2000 sponsorship grows Carlsberg's sales and profile
Carlsberg-Tetley posted an overall sales increase of 48.2 per cent for its Carlsberg lager brand, following its sponsorship of the Euro 2000 football tournament.

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Carlsberg-Tetley posted an overall sales increase of 48.2 per cent for its Carlsberg lager brand, following its sponsorship of the Euro 2000 football tournament.

The brewer claims initial results show sales in multiple grocers rose by 773 per cent and by 307 per cent in the take-home market.

As official sponsor of the tournament, broadcast sponsor of all ITV's event coverage and official supporter of the England team, Carlsberg used Euro 2000 as the focus of an integrated marketing campaign.

This included the Probaball promotion, through Claydon Heeley Jones Mason, offering consumers the chance to win cash prizes ranging in value from pounds 1 to pounds 1million.

Despite the absence of the England team from the latter stages of the tournament, heldBelgium and Holland, viewing figures were up on Euro '96 with a cumulative total of nearly 100 million.

Doug Clydesdale, Carlsberg-Tetley's head of marketing and take-home sales, said Carlsberg had significantly improved its position during Euro 2000 and reinforced the brand's football credentials.