Carlsberg Appoints Fast Track For Euros

09 Dec 2011 | tshego

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Carlsberg has appointed international sports marketing and communications agency Fast Track to help develop its Global PR & Communications programme around the company’s UEFA EURO 2012 sponsorship.

Following a competitive pitch, the London headquartered agency has developed a fully integrated PR & social media solution which builds upon and reflects the new brand positioning of ‘That Calls for a Carlsberg’, unveiled by the beer company in April 2011.

The Fast Track team will work alongside Carlsberg’s Copenhagen based Group Communications team and local market teams to evolve and implement the bespoke UEFA EURO 2012™ campaign in the run up to and during the European Football Championships.

Carlsberg is an Official Partner of UEFA EURO 2012 and is the longest standing sponsor of the European Football Championships having first begun its association in 1988.

Ben Morton, VP Communications, Carlsberg Group said: ‘Carlsberg is among the most committed football sponsors in the world and we continuously strive to provide engaging and broad activities for the millions of dedicated European football fans. We were impressed with Fast Track’s thoughts and creativity, particularly when developing integrated ideas for the digital world we all now live in.’

‘Carlsberg is one of the world’s leading premium beers and we need to continue to put innovative and stand-out communications campaigns in place that ensure we make a difference with consumers. We feel sure Fast Track will help us achieve this.’

Andy Westlake, CEO, Fast Track added: ‘We are delighted to be working with one of the most renowned and creative brands in the world. To be helping Carlsberg develop its Global PR & communications strategy for UEFA EURO 2012 is another demonstration of the strength of our strategic communications capability and one that is enabling us to continually drive deeper more meaningful connections for our clients.’

‘We are really looking forward to stepping up and delivering a truly integrated campaign.’