EXCLUSIVE REWARDS WITH CARLSBERG THIS UEFA EURO 2012™

Carlsberg, Official Partner of the UEFA EURO 2012

The search is on for the Ultimate Football Fanatic

As the world warms up for the biggest football event of the year, Carlsberg, an Official Partner of UEFA EURO 2012™, will kick off a series of thrilling contests and promotions in Singapore from 23 April to 1 July 2012 that will culminate in the most exciting reward for the ultimate football fanatic!

One lucky Singaporean or Permanent Resident will be flown to Poland exclusively by Carlsberg and bestowed with a once-in-a-lifetime opportunity to present the ‘Carlsberg Man of the Match’ trophy in the presence of millions of spectators and viewers at the semi-final match. This much-coveted privilege will be given to the winner who has proven himself or herself to be the ultimate football fanatic by trouncing the competition in the Carlsberg Man of the Match FaceBook challenge.

Carlsberg lovers will also be thrilled at the limited edition UEFA EURO 2012™ ‘grass’ packaging that will adorn the Carlsberg Green Label bottles and cans. These will be available from 1 May to 1 July 2012 at selected supermarkets and bars.

In addition, one of the best known beer brands in the world is proud to announce the appointment of Peter Schmeichel, legendary former goalkeeper for Denmark and Manchester United, as its global ambassador for the duration of the brand’s UEFA EURO 2012™ campaign.

THE CARLSBERG MAN OF THE MATCH FACEBOOK CHALLENGE – PROVE IT, UPLOAD IT, WIN IT

From 23 April 2012, the Carlsberg ‘Are you fan enough?’ app will go ‘live’ and participants* will have to prove themselves ‘fan’ enough to win that ultimate reward of presenting the ‘Carlsberg Man of the Match’ trophy at the semi-final match on 28 June 2012 in Warsaw, Poland.

Interested participants have to upload of video of themselves onto the Carlsberg ‘Are you fan enough?’ app to convince the organisers why they should be the chosen one. The public is encouraged to vote for the most outstanding video among all to determine the ultimate and most deserving winner. ‘What would YOU do to get there?’ – Carlsberg calls out to the true fanatic to display their courage and prove just how much they would do to fulfill their Euro dreams.

Carlsberg is sparing no expense to reward this winner who will be hosted in true Carlsberg style. He or she will be flown business class, greeted at the airport, housed in a five-star hotel and most befittingly, pampered at the Carlsberg Hospitality Suite on match day.

The closing date for submission is 31 May 2012 and thereafter, there will be a public voting process from 23 May to 29 May 2012. The winner will be announced on 4 June 2012.

From 23 April 2012, the public can visit www.carlsbergmanofthematch.com.sg for updates. *Only Singapore citizens and Permanent Residents qualify.

THE CARLSBERG ULTIMATE FACE-OFF – FROM 23 APRIL TO 29 JUNE 2012

For those who just want a bit of fun and to get into the football spirit, they are also welcome to participate in another Carlsberg FaceBook-based game – The Carlsberg Ultimate Face-Off – based on a quirky ‘face paint’ app where one can be as wacky as one likes with virtual ‘face paint’. There are limited edition Carlsberg UEFA Euro 2012TM 18-can packs and premiums to be won by five winners each week!

This is largely inspired by the Carlsberg TVC that will be launched in May 2012 in line with UEFA EURO 2012™. These advertisements encourage lovers of the game to ‘Step Up and Show Your True Colours’ and revolve around the much-loved activity of face painting by fans to show their loyalty.

THE LIMITED EDITION ‘GRASS’ PACKAGING’ – AVAILABLE FROM 1 MAY TO 1 JULY 2012 ONLY

With quirky ‘grass’ design prominently featured on Carlsberg Green Label cans and bottles, these keepsakes will serve as talking points at any football gathering and reminders of the beautiful game. Customers can purchase them at major supermarkets, hypermarkets, selected bars and coffee shops while stocks last.

THE CARLSBERG UEFA EURO 2012™ LUCKY DRAW AND GIVEAWAYS

From 1 May 2012 onwards, consumers are also encouraged to look out for information on exclusive giveaways upon purchase as well as a lucky draw – the GRAND LUCKY DRAW PRIZE is five VIP Hospitality tickets to the UEFA EURO 2012™ Semi-Finals. Exclusive Carlsberg UEFA EURO 2012™ premiums such as scarves, jerseys and beer coolers will also be up for grabs.

1. THE CARLSBERG UEFA EURO 2012™ LUCKY DRAW

1 May to 4 June 2012

Grand prize

Five VIP Hospitality tickets to the UEFA EURO 2012™ Semi-Finals are up for grabs during this period with purchase of Carlsberg beers (Carlsberg Green Label, Carlsberg Special Brew and Carlsberg Gold).

How to qualify for the lucky draw

- Selected bars and clubs: Minimum purchase of S$30 and a receipt to qualify

- Hypermarts and supermarkets: Minimum purchase of S$15 and a receipt to qualify

- Coffeeshops and hawker centres: Submission of three crown caps showing a ‘football’ design to qualify.

2. CARLSBERG UEFA EURO 2012™ PROMOTIONS

1 May to 30 June 2012 (or while stocks last)

Consumers can look out for exciting promotions upon purchase of Carlsberg Green Label beers as follows. Gift Minimum purchase requirement of Carlsberg Green Label beers Purchase point
Supermarkets and hypermarkets
Giveaways
ONE Limited Edition Carlsberg UEFA Euro 2012TM Fan Scarf (four designs) ONE 18-can pack Exclusive to FairPrice
ONE Limited Edition Carlsberg UEFA Euro 2012TM Grass Can Cooler ONE 18-can pack All supermarkets and hypermarkets
ONE Limited Edition Carlsberg UEFA Euro 2012TM Cooler Bag FOUR 500ml cans Exclusive to Cheers
Peel and win
ONE Limited Edition Carlsberg UEFA Euro 2012TM Jersey ONE 18-can pack for ONE ‘peel and win’ card All supermarkets and hypermarkets
Selected bars and clubs
Peel and win
ONE Limited Edition Carlsberg UEFA Euro 2012TM Fan Scarf (four designs) A minimum of S$30 spent on Carlsberg Green Label beers for ONE ‘peel and win’ card Selected bars and clubs
ONE Limited Edition Carlsberg UEFA Euro 2012TM Jersey
Coffeeshops and hawker centres
Giveaways
ONE Limited Edition Carlsberg UEFA Euro 2012TM Jersey Collect 18 crowncaps with a ‘jersey’ design to redeem Selected coffeeshops and hawker centres

PETER SCHMEICHEL IS CARLSBERG’S GLOBAL AMBASSADOR FOR UEFA EURO 2012™

Peter Schmeichel, the legendary former goalkeeper forDenmarkand Manchester United, is Carlsberg’s global ambassador for the duration of the brand’s UEFA EURO 2012™ campaign. As an ambassador for the Carlsberg Group, Schmeichel will be actively involved in many aspects of the Group’s activation programme, including engaging fans through the Carlsberg FaceBook campaign and making appearances at Carlsberg’s media and hospitality events in the run-up and during the tournament itself.

Peter Schmeichel comments: “I’m delighted to be an ambassador for Carlsberg, who have such a strong connection to European football. I believe that Carlsberg is one of the reasons that I got the chance to play football. When I was growing up, I dreamt about playing for both my national teamDenmarkand for Manchester United. At that time, in the 1970s, Carlsberg had already started investing in and supporting Danish football and this provided opportunities for people like me to get more involved in this wonderful game.

Having sponsored the European Football Championships for more than 20 years, Carlsberg has a fantastic track record and has shown a big commitment to fans, supporters and lovers of football, and I am really looking forward to playing my part.”

Elaborating on the announcement; Jørgen Buhl Rasmussen, Carlsberg Group’s President and CEO, says: “This is a fantastic opportunity for us and we are delighted to have Peter as one of our team. Not only has Peter played much of his football in our two biggest Carlsberg markets –Denmarkand theUK– but he is a well-known personality across Carlsberg’s key markets in all of Europe andAsia. We are confident that Peter will help us to deliver another very successful UEFA EURO™ campaign.

For more information, please log on to www.carlsberg.com or www.facebook.com/carlsberg


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