Former ManU player Peter Schmeichel "has been unveiled as the face of Carlsberg's ambitious UEFA Euro 2016 sponsorship campaign which is promising fans the chance to play in one of the tournament's stadiums" alongside Schmeichel and others, according to Tony Connelly of THE DRUM. Continuing its "probably the best" theme, Carlsberg is offering fans what it says is "probably the best prize ever for a football tournament" with a consumer competition offering a VIP experience at one of the tournament's semifinal games at the Stade de Lyon. Carlsberg will "also attempt to engage fans across its social channels by opening up the man of the match award to a public vote on social media, similar to what Budweiser when it sponsored the FA Cup" (THE DRUM, 12/11). An "always on" social media and integrated PR campaign will run for the duration of the tournament, putting fans at the heart of the activation including bringing the official UEFA Euro 2016 trophy to the U.K., Ireland, Belgium and Denmark; consumer ticket competitions; and providing access to Schmeichel. In line with its commitment to promote responsible consumption, Carlsberg will run a number of awareness activities that encourage fans to enjoy its beers responsibility (Carlsberg).
