Peter Schmeichel Becomes Ambassador for Carlsberg

January 25, 2012

Carlsberg Group has announced today that they have appointed Peter Schmeichel, legendary former goalkeeper for Denmark and Manchester United, as its global ambassador for the duration of the brand’s UEFA EURO 2012 campaign.

As an ambassador for Carlsberg Group, Schmeichel will be actively involved in many aspects of the Group’s activation programme, including engaging with fans through the Carlsberg facebookcampaign, the Fan Challenge, where fans are given the chance to be at the UEFA EURO 2012™ and ultimately present the Carlsberg Man of the Match Award at the final. Peter will also be actively involved in Carlsberg’s media and hospitality events in the run-up and during the tournament itself.

Jørgen Buhl Rasmussen, Carlsberg Group’s President and CEO, said: “This is a fantastic opportunity for us and we are delighted to have Peter as one of our team.  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.  We are confident that Peter will help us to deliver another very successful UEFA EURO campaign.

“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.”

Carsten Buhl, Carlsberg’s Senior Project Manager, Sponsorships, added: “Peter Schmeichel is a sponsor’s dream. Not content with being part of the victorious Danish team at UEFA EURO 1992 and the 1999 Manchester United ‘dream team’ which won the UEFA Champions League, English Premier League and FA Cup, Peter has now established himself as a well-respected presenter, commentator and speaker, both in Denmark and internationally.

“Asia is an important region for Carlsberg and while these countries will not be directly involved in UEFA EURO 2012™, they love their European football and will be following the tournament closely. Peter’s association with Manchester United and his ongoing commitments means that he will be a valuable asset in leveraging our sponsorship in Asia, as well as Europe.”

Peter Schmeichel commented: “I’m delighted to be an ambassador for Carlsberg, who have such a strong connection to European football. I believe that Carlsberg is one of the reasons that I got the chance to play football. When I was growing up, I dreamt about playing for both my national team Denmark and for Manchester United. At that time, in the 1970s, Carlsberg had already started investing in and supporting Danish football and this provided opportunities for people like myself to get more involved in this wonderful game.