The brewer has created two on-trade focused activations to ramp up excitement about the tournament which kicks-off on 10 June in France.
Pubs up and down the country with names such as The Red Lion and The Three Horseshoes will switch their traditional signage for a new ‘The Three Lions’ fascia. The bespoke signs feature a group of England players – including strikers Wayne Rooney and Jamie Vardy and goalkeeper Joe Hart.
Former England manager Terry Venables kicked-off the activity at the Famous Three Kings pub in Fulham last week.
Over the coming weeks handpicked venues from pubcos including Stonegate, Enterprise Inns and Punch Taverns will have their signage transformed, while selected pubs will also see launch visits from home nation football legends.
Liam Newton, vice president marketing at Carlsberg UK, said: "We’re using our brand credentials and unique role as the Official Beer of Euro 2016 and the England team to support pubs to deliver an incredible experience for their customers, beer-lovers and football fans over what promises to be a huge summer for the on-trade."
A new online film titled Substitute Pessimism for Optimism is set in a fictional pub called The Three Lions and encourages England fans to get behind the national team and to look forward to what promises to be an exciting tournament.
Watch the video
Earlier this month Carlsberg UK customers benefited from the brand’s sponsorship of the tournament with 10,000 point of sale kits made available to licensees throughout England, Wales and Scotland.