The UEFA Euro 2012 championship hosted in Poland and Ukraine is a major event and Calrlsberg (OMX: CARL B) is betting big as one of the 12 global sponsors. The event is very prominently featured on the company website and it has big hopes, in particularly in Ukraine, regarding raising brand recognition even further. As I can attest to at the moment, the tournament is well visible in Asia as well, even if the hour is more than a little challenging, and the sponsors see it as a global opportunity.
The company has other features going on, such as a mobile app and has brought in former players like the great goalie Peter Schmeichel working as representatives. He will be presenting the Carlsberg Man of the Match Award at the final on the first of July. Carlsberg has been actively involved in Danish football for a number of decades and its support has certainly helped many local prospects. With Denmark surprising the Netherlands in the first round, things are off to a jolly start for the brewery.
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