Sport & Entertainment

Case: Carlsberg

Case contact: mikael.castren@mktg.com

Carlsberg filled the glasses when football filled the stands on a sunny and legendary summer evening in Helsinki. “El Stádico”, the friendly match between HJK Helsinki Football Club and FC Barcelona filled the Olympic stadium with more than 40 000 enthusiastic football fans. Carlsberg was the main sponsor of the event providing ice-cold drinks to the record audience.

Carlsberg had the visual high ground on all the main stands, the field itself and the flagpoles. The best seats were set on a Carlsberg Lounge where the sales points were amplified and empty hands were filled quickly with a new product. In addition Carlsberg VIP lounge took good care of the invitation-only VIP customers. Carlsberg also hosted the pre-game activities with a football tournament.