Carlsberg Signs Great Dane

January 27, 2012, 9:17 am

Picture Credit:".flickr.com."

International brewing giant Carlsberg has signed up a safe pair of hands as a representative during its sponsorship of UEFA Euro 2012.

He is former Manchester United and Denmark goalkeeper Peter Schmeichel.

He was revealed as a global ambassador for Carlsberg during this summer's finals.

Jorgen 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 promote 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."

As an ambassador for Carlsberg, Schmeichel will be actively involved in many aspects of the Group's activation programme, including engaging with fans through the Carlsberg facebook campaign, the Fan Challenge, where fans are giving the chance to be at 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.