Brand ambassador role for living legend Schmeichel
Posted on January 27, 2012, Friday
EURO ROLE: Schmeichel holds a ball during his unveiling as a Carlsberg ambassador for the Euro 2012.
KUCHING: Peter Schmeichel, the legendary former goalkeeper for Denmark and Manchester United, has been appointed as global ambassador of Carlsberg for the duration of the brand’s UEFA Euro 2012 campaign.
Carlsberg is the official sponsor of Euro 2012.
“ Not only has Peter played much of his football in our two biggest Carlsberg markets – Denmark and the UK – but he is a well-known personality across Carlsberg’s key markets in all of Europe and Asia,” Carlsberg Group’s president and CEO Jorgen Buhl Rasmussen said. “Peter has a strong connection to football fans across the globe and will play a key role in helping us to iconise the Carlsberg brand and reinforce our new positioning ‘That calls for a Carlsberg.
“He is also an important role model and will help us to endorse our message that the UEFA Euro 2012 should be enjoyed responsibly,” Rasmussen added.
Schmeichel will be 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 giving the chance to be at Euro 2012 and ultimately present the Carlsberg Man of the Match Award at the final. He will also be involved in Carlsberg’s media and hospitality events.
Schmeichel said that he was delighted to be an ambassador for Carlsberg, who have such a strong connection to European football.
“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,” he said.
For the coming tournament, Carlsberg is giving fans the chance to be at Euro 2012 and sample the excitement for themselves.
From now until mid-May, supporters can visit www.facebook.com/Carlsberg, ‘Like’ the page and undertake a series of set challenges and tasks to prove their desire to get to the tournament.
Every successfully completed task will be rewarded with a virtual Carlsberg Fan Challenge trophy. The more trophies fans earn the more chances they will have to win tickets in the monthly competitions.
In February, those with the most trophies will battle it out to win the chance to present the Carlsberg Man of the Match Award at the final. The challenges will require a mix of football knowledge and passion for the tournament.
Successful entries will also reflect Carlsberg’s commitment to responsible behaviour.
More information about the Carlsberg’s Fan Challenge and football heritage can be found on www.facebook.com/Carlsberg or www.carlsberg.com.
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