Delivering responsible drinking messages during the 2012 football championships

Carlsberg used its sponsorship of the Euro 2012 football championships to deliver the responsible drinking message, brand ambassadors either handing out responsible drinking wristbands or collecting pledges to responsible drinking from 375 000 fans in Poland and Ukraine. The message was carried on advertising around the pitches for the 31 matches and on plastic cups and displays at the fan parks visited by 6.6 million people during the tournament.