‘We need to move the needle for the Carlsberg brand’ – Carlsberg’s global sponsorship director, Louise Bach, speaks to Global Drinks Intel – Part I

In March, Carlsberg rekindled its marketing partnership with European football's governing body, UEFA. Throw in the longstanding relationship with Liverpool FC, and Carlsberg could be not-unfairly accused of being football crazy. The same, however, cannot be said of the group's global sponsorship director, Louise Bach, who sat down with Global Drinks Intel editor Olly Wehring in Copenhagen late last month.You’ve been with Carlsberg for 18 years and the global sponsorship director for three.When I was younger, I got a scholarship to play basketball in the US, and I took a course in PR. One of