Carlsberg Fan Squad Returns For Qualifier
The Carlsberg Fan Squad – headed by comedian, Paddy McGuiness, football legend, Ian Wright and the voice of football, Jeff Stelling – is set to return on Thursday where they will be joined by 1,000 England fans at Wembley Stadium as England take on San Marino in the UEFA Euro 2016 qualifier.
The Official Beer of the England Team has recruited the fans via a series of consumer promotions to enjoy what the brand describes as ‘the ultimate England experience’ at Wembley Stadium.
Inspired by the summer’s TV advert, Carlsberg has recreated The Eternal Optimist, the pub that transformed the experience of watching football for a fan.
Dharmesh Rana, Carlsberg senior brand manager, commented: ‘As the beer of football, we’ve earned the respect of fans. The Carlsberg Fan Squad set out at the start of the year to listen to fans to understand what we could do to make football even better. This insight helped us develop our TV campaign which is now being brought to life for 1,000 deserving fans at Wembley with the ultimate fan ‘Pop-up’!
As part of the activation, Paddy will resume his position behind the bar serving Carlsberg via a conveyor belt bar, Jeff will oversee as landlord, whilst Ian will be on hand as the ‘head of pub games’ – challenging fans at FIFA 15 and showcasing his table football skills.
The Eternal Optimist fan experience will also include a live set by the Lightning Seeds, pre-match food prepared by Tom Kerridge, and a DJ set by BBC Radio 1’s DJ Target to raise the temperature ahead of kick-off.
Fans will join legends Chris Waddle and Matt Le Tissier at the bar, and face Sky Sports’ Geoff Shreeves on arrival who’ll be on hand to interview fans about their big match prediction.
Watch the original TV advert at Sport Industry TV.
