Carlsberg has installed branded wall posters of goal posts in the UK cities of London and Manchester to encourage soccer “kickabouts” this summer.
Images of goals have been erected in Shoreditch Tunnels and Sutton Walk in the capital and Bridge Street in Manchester, and will be in position for a “limited” time, the group’s UK unit said. The ‘Goal Posters’ campaign is intended to “break down barriers” to soccer, and is part of marketing activity linked to the brewer’s sponsorship of UEFA’s men’s and women’s national team competitions to 2030.
Explaining the rationale behind the marketing push, Carlsberg cited research conducted by 3Gem last month on behalf of the Tuborg brewer that suggests a third of LDA adults in China, Germany, India, the UK and the US haven’t played a game of soccer in at least six months, despite 73% saying they will watch a match during the FIFA World Cup.
“At a time when football can feel increasingly out of reach for many, we wanted to celebrate the part of the game that belongs to everyone,” said Carlsberg’s global brand director, Lynsey Woods. “This is a fun, simple reminder of the joy that made us fall in love with football in the first place: picking up a ball and having a kickabout.”
Also this week, Carlsberg and charity partner the Danish Muscular Dystrophy Foundation announced plans to auction off 30 uniquely-shaped bottles of Tuborg to raise funds for disabled-access infrastructure at live-music venues.
