Annual Report 2001 - Carlsberg Group

Corporate Centre
51
Carlsberg High Five, Verbier, 2001.
Carlsberg continues to participate actively in
the world of international football, generating greater
brand visibility and awareness of the Carlsberg
brand, and at the same time Carlsberg appeals to
the hearts of the supporters of probably the most
popular sport in the world. Carlsberg’s involvement
in football ranges from the UEFA Super Cup,
the Liverpool Football Club, national teams such
as England to regional cups like the Carlsberg
Cup in Asia. In 2001, the Liverpool sponsorship
gained particular exposure due to the team’s successful
season in winning 5 different tournaments
and cups.
Within individual sports, Carlsberg has been
active in establishing a leading position as the premium
beer in the world of skiing. The brand’s involvement
in skiing encompasses high visibility in
prestigious ski resorts and sponsorships of international
events. The highlight of the year was the
World Championships 2001 in St. Anton, Austria,
within which the Carlsberg sponsorship achieved
considerable coverage and exposure and once
again established itself as “Probably the best after
ski in the world”.
In keeping with the strategy for prestige sports,
Carlsberg has made great efforts to expand its in-