Fuse Sport + Entertainment Wins Carlsberg UEFA EURO 2016 Brief

Fuse Sport + Entertainment, part of the Omnicom Media Group, has been appointed by Carlsberg to handle the global guest hospitality programme for the brewer’s UEFA EURO 2016^TM activation. The agency, which holds the UK Sponsorship Agency of the Year title, has worked with Carlsberg for the past four years, advising on global sponsorship strategy as well as handling the brand’s Premier League ticketing & hospitality programme across the UK. Carlsberg has been an official sponsor of the European Football Championships since 1988, and is one of the longest standing UEFA partners.

Commenting on the appointment, Fuse Sport + Entertainment Head of Events & Hospitality, Ros Robinson said: “We are delighted to add the UEFA EURO 2016^TMproject to our existing remit for Carlsberg. Our experience in running complex guest hospitality programmes for brands, in addition to our strong footprint across France - including an office in Paris - ensures we’re well-placed to activate Carlsberg’s UEFA EURO 2016^TM hospitality programme next year.”

Louise Bach, Marketing Manager, Consumer Experience, Carlsberg commented: “Fuse Sport + Entertainment impressed us not only with their strength in football and expertise in managing and running programmes of this scale, but also the creativity they showcased throughout their response to our brief. As in previous competitions, we expect to host thousands of guests from over 40 markets during the ten-city competition, in what will be the biggest final tournament of the UEFA European Football Championships yet.”