C-T continues sports sponorships for flagship brands

Carlsberg-Tetley has announced plans to continue its long association with sports sponsorship for both its flagship brands.

In addition to its individual team sponsorship, with Liverpool and Hibernian, Carlsberg is to re-run its popular "Probaball" promotion in more than 2000 outlets during the forthcoming World Cup qualification matches.

It is the fourth time that Carlsberg has issued the gamecards, offering customers instant win prizes if their card corresponds with the number of the first goal scorer, having first introduced them in conjunction with the 2000 European Championships.

Steve Cumming, marketing manager for Carlsberg Sponsorship, said: "It's been a hugely successful promotion for Carlsberg in the past and it is very engaging and keeps everyone interested in the game.

"Furthermore, with 85 per cent of male drinkers citing football as their number one interest, it is essential for the brand to be part of the 'Saturday Church'."

Carlsberg will be running a comprehensive advertising campaign alongside Probaball in addition to its sponsorship of the FA Vase and the Pub Cup.

Meanwhile, Carlsberg's stablemate Tetley has pledged to continue its involvement with rugby following the success of last month's Tetley's Bitter Cup Final, where 70,000 people watched Newcastle clinch a last-minute victory over Harlequins.

There were teething problems earlier this year when rugby chiefs angered Tetley's by switching the final of the cup from its showpiece traditional slot at the end of the season to February - sandwiched in between the high profile Six Nations Championship.

But despite this, Tetley's, the official beer of the England rugby team, has entered negotiations to secure a new sponsorship deal with the Rugby Football Union and a decision is imminent.