Carlsberg said that Euro 2016, which will be held in France from June 10 to July 10, represents a “huge opportunity” for U.K. pubs, according to Darren Smith of THE DRINKS BUSINESS. As well as generating in excess of £60M ($85.7M) in additional revenue -- according to a CGA-managed EPOS -- Carlsberg’s research "suggested hosting live broadcasts of such events could contribute a 60% uplift in pub sales." Carlsberg U.K. Brands & Insight Dir David Scott said, "Football tournaments are worth more than £60M to the on-trade and live football can add an uplift of 60% to an outlet's rate of sale. We recognize the importance of this opportunity and we’re investing heavily to help our customers encourage football fans off their sofas and into the pub. ... This year is particularly important for the home nations with England, Wales and Northern Ireland all having qualified [for Euro 2016], meaning there are more matches and more opportunities for pubs." As the official beer of Euro 2016 and the England team, "Carlsberg revealed the data at the launch of its marketing and communications campaign for the event at Wembley Stadium" (THE DRINKS BUSINESS, 2/15).
