CARSLBERG EUROPEAN CHAMPIONSHIP SPONSORSHIP 2016: WINNING THE HEARTS AND MINDS OF IRISH SOCCER FANS

2016

Carlsberg have been official sponsors of the UEFA Football Championship since 1988 (incidentally Ireland’s first involvement), while being an official partner to the FAI for the same duration.  However, coming into Euro 2016, research showed that Heineken were more associated with the European Championships than Carlsberg. So, we had a big job on our hands to win back fans hearts and minds and claim rightful ownership of the Euros.

IE
E No. 1 Sponsorship Recognised as No.1 sponsor of Euro 2016 (from 4th pre-tournament) & No. 2 sponsor of the FAI (behind title sponsor Three). This was a monumental change of fortune from pre-tournament, and showed that all efforts (against all official and unofficial sponsors) to build the sponsorship property to the brands advantage were met and indeed exceeded. (Source: PSG Post Euro 2016 research)

objectives

Be The Number 1 Brand Associated with Euro 2016.

Win Share from Competitors.

Build Local Connection with our Audience Through Content. 

Insight

We had official sponsor status, but we knew that taking a ‘badging’ approach to the tournament would not win over fans.  We had to build a deeper, content-driven association beyond just advertising to really win show our true football passion.  This meant taking every step of the tournament journey with the real fans.

solution

We EXCITED the fans with a unique invitation-only roadshow event with radio station Newstalk 106 previewing the tournament, incorporating Carlsberg brand ambassadors and giving away an incredible prize where the winner would present the man of the match award at the end of the final game. 

We INVOLVED them with a content partnership with trusted sports site the42.ie.  Fans could interact, debate and comment on the articles.  We then integrated that content into our social channels and ran real-time reflexive posts to capture the excitement and reaction from the games as they happened.

Finally we ENTERTAINED fans with our own advertiser commissioned TV programme on TV3 called ‘Extra Time’.  This was a magazine style show rounding up the games, with discussion and debate of the tournament in a light hearted style with soccer and non-soccer related celebrities. 

E No. 1 Sponsorship Recognised as No.1 sponsor of Euro 2016 (from 4th pre-tournament) & No. 2 sponsor of the FAI (behind title sponsor Three). This was a monumental change of fortune from pre-tournament, and showed that all efforts (against all official and unofficial sponsors) to build the sponsorship property to the brands advantage were met and indeed exceeded. (Source: PSG Post Euro 2016 research)
O 1.43% Share Total share increased by 1.43ppts versus the same period the previous year. This compares to heineken at +0.07 growth (source: AC Nielsen).
l 46,759 Media Results Biggest rated show on TV3 through June (m18-34) *excludes live sport*. Total of 46,789 post likes on content generated. Total of 4,538 post shares & 1,509 comments by Irish fans.
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