On July 20, 2011 the company “Slavutich”, which is a part of Carlsberg Group — the official sponsor of the Football Championship EURO 2012TM, presented the main trophy of the European Championship — UEFA EURO 2012
On Wednesday, July 20, a press conference was held on the territory of Kiev brewery “Slavutich”. It was devoted to the status of preparation for the Championship of one of the official sponsors — the company Carlsberg. The event presented the main trophy of the tournament — UEFA EURO 2012
European Football Championship is the most large-scale project not only for Ukraine but also for “Slavutich”, Carlsberg Group. The company participates in the project of such magnitude for the first time. UEFA, administrations of host cities, airports, stadiums and other co-sponsors, as well as tens of thousands shops and hundreds of thousands people are involved in the organization. The main efforts of the company are directed to interact with city administrations for organizing official fan zones which will be organized in each host city, with the stadium administrations for planning logistics during the event, with UEFA.
Planning a marketing campaign of the brand Carlsberg is an important direction of the company’s preparation. The joint logo of EURO 2012
It should be noted that the company has already launched some actions within the promotional programs for its customers where they can win tickets to the matches of EURO 2012
The company puts considerable efforts into the development of such channels as HoReCa (hotels, restaurants, cafes) and RKA (key retail channel). After all, they are important not only in terms of communication with customers and visualization, but also in terms of sales. Culture of beer consumption in the European countries is developed much higher than in Ukraine. People in “Slavutich”, Carlsberg Group are confident that the championship is a great opportunity to learn from the European traditions of drinking the foam brew.
The company will be able to implement such a large-scale project successfully only with full support of all its employees and partners. Therefore, programs have been developed which aim to inspire the personnel and to create that holiday spirit and opportunities for realization within the company which EURO has.
At the moment the working group of the project EURO 2012
The company’s expectations with respect to the tournament in Eastern Europe are high — it is predicted in Carlsberg Group that attendance of the Championship will be more than 700 thousand people in Ukraine.
Yaroslav Koval, Vice-president for marketing at “Slavutich”, Carlsberg Group: “EURO project for our company is very large-scale. On the one hand, it is a challenge, but on the other — a big opportunity. We hope that the European Championship will help us to strengthen our positions in the beer market of Ukraine, as well as to increase sales of the brand Carlsberg. Moreover we pay great attention to our employees and partners within this project — we want to encourage the whole company by this event.”
David Taylor, Executive Director of UEFA Events S.A.: “Carlsberg is a valuable and reliable partner of UEFA for more than two decades. Each new EURO Championship allows our partnership to develop, as both parties strive to improve the level of cooperation in order to encourage millions of football fans around the world.”