The Border Football initiative, demonstrates how the game can, “overcome barriers and borders, to create a positive experience for the people taking part,” said the brewer.
It took a football and some beer to the Peace Wall in Belfast, the UN Buffer Zone in Nicosia and the Merdare Border Crossing between Kosovo and Serbia, and filmed what happened…
Last month the brewer created the “Carlsberg Fan Squad” in the UK to boost its sponsorship of the Barclays Premier League and the England team.
The aim is to, “listen to genuine fans, celebrate what is great about football and understand what more can be done to improve fans’ experiences,” it said.
It will be spearheaded by a trio of celebrities: comedian Paddy McGuinness, ex-footballer Ian Wright, and sports presenter Jeff Stelling.
Fans will be encouraged to get involved via Twitter, ads in magazines and newspapers and a broadcast campaign.
Further support for pubs is available through the brewer’s We Deliver More programme, while 3,500 pubs that are part of its Premier Sports Club will get kits including PoS and match tickets to give away to punters.
“This activity further underlines our commitment to supporting the on-trade through range, service and support,” said David Scott, director of brands and insight.
In February it launched a new blackcurrant flavoured lager.