By Thomas Hobbs

Its Euro 2016 sponsorship campaign will be fronted by former Manchester United goalkeeper Peter Schmeichel as he talks up Carlsberg’s commitment to “do it better for the fans”.

As part of the sponsorship, the beer brand will allow football fans to vote for the official Carlsberg Man of the Match award for each of the tournament’s 51 games via social media for the first time. It will also offer various prizes and opportunities for fans to meet players.

Euro 2016 already has noticeable differences to its past iterations, with the UK providing three competing nations (England, Wales and Northern Ireland) and the Read full story ›

Source: Marketing Week