6 players of the Portuguese national team pose for a photograph, dressed in training gear with the beer brand Sagres across their chests.
Carlsberg out of place
Press conference before the much anticipated match between powerhouses Italy and Germany, with Mesut Özil. The Carlsberg brand features heavily in the background – seemingly associating Özil with alcohol.
Unethical merchandise
Carlsberg produces special fan merchandise – see the funny hat of the man in the center. These hats seem to be pervasive in EURO 2016 arenas. But in France alcohol advertising is prohibited in sports arenas.
Carlsberg looses it on twitter
Alcohol and celebration. Alcohol and social success. Alcohol and sports. Alcohol and historic moments – as Portugal advanced to the EURO 2016 semi-finals. Carlsberg’s twitter account is off limits with its alcohol promotion. Not to mention the insinuation that alcohol has been part of historic events (French revolution).
Carlsberg, UEFA push alcohol on kids
Portugal’s Renato Sanches, 18 years old, receive the man of the match award, sponsored by Carlsberg. Carlsberg’s activity to associate its brand with sporting success, the glamor of the European championships and excellence in physical performance: it sponsors the Man Of The Match award at the EURO 2016. And this way its brand is widely visibl...
Carlsberg, UEFA push alcohol on kids
Portugal’s Renato Sanches, 18 years old, receive the man of the match award, sponsored by Carlsberg. Carlsberg’s activity to associate its brand with sporting success, the glamor of the European championships and excellence in physical performance: it sponsors the Man Of The Match award at the EURO 2016. And this way its brand is widely ...
#Probably the best goal
Carlsberg clearly associates its brand and iconic slogan with sporting success and maximum physical achievement, as well as the star power of the best players at EURO 2016. Carlsberg is the “sponsor” of the best goal in every round at the tournament.
Extra time(s)
AB InBev, the world’s biggest beer producer, has its brand Budweiser associated with football. Extra time is a football term and AB InBev is trying to jump on the bandwagon of massive, global attention – in an attempt to reach younger audiences.
Carlsberg goal of the round
Uefa twitter activity promoting Carlsberg. Why is Carlsberg allowed to be associate itself with the best goals of a specific round at EURO 2016? Young people and children are clearly targeted and associating alcohol with physical success, sporting achievements and glamor is not even allowed by the alcohol industry’s own standards. In Fra...
The best in the world…
Uefa twitter activity, showing all the problems with in game, around-the-pitch alcohol ads: it’s alcohol advertising in perpetuity and links the game’s biggest stars with Carlsberg. Social media, television broadcasting, match reporting – all perpetuate alcohol advertising, as this case clearly shows.