Carlsberg is one of the world’s largest, successful and internationally renowned brewer from Denmark with around 41,000 employees, actively present in more than 150 countries around the globe.
Its activation was one of the biggest hospitality programs during the whole UEFA EURO 2012™. The program included more than 3.300 guests, including 30% VVIPs, in all 8 stadiums and an additional ticket-management for over 15.000 fans.
The main challenge was to combine the massive workload for all touristic arrengements and creating an unique experience for the +18.000 guests by developing and building the Hospitality areas, organizing welcome gifts and personalized travel documents as well as offering tour guides and hostesses for each torchpoint.
To create an unforgettable experience for the guests, SPORTFIVE and Carlsberg developed a 360° partnership where SPORTFIVE took over the conceptual design, production and the execution of Carlsberg’s hospitality area in all 8 stadiums.
As SPORTFIVE was executing all parts of the hospitality program, we could guarantee a consistancy in all areas. The designs of the 8 hospitality lounges, all graphic designs, as well the created editorial content pieces spoke all the same "language", which led to a high recognition rate and therefore a really successful sponsorship activation.
To make the booking for the 15,000 Carlsberg fans as easy as possible, we developed an online system, that among other things allowed the management and booking of tickets and hospitality packages. With the creation of this online booking system, SPORTFIVE has proven that we are also experts in digital solutions.
Tickets managed by SPORTFIVE
Guests were hosted
of the guests were VVIPs
"On behalf of Carlsberg I would like to say a big Thank You for your contribution to the UEFA EURO 2012™. Your team achieved an unprecedented satisfaction rate of overall 98% for the Carlsberg EURO 2012 ticket and hospitality programme. That will be hard to beat next time and forever", said Carsten Buhl, Senior Manager Carlsberg Breweries A/S, "The key to this success lies in your hard-working and motivated team and in the excellent execution of plans mainly developed by SPORTFIVE under guidance and in professional dialogue with us, the client."
The campaign in a nutshell
SPORTFIVE did the conceptual design, production and execution of Carlsberg’s hospitality area in all 8 stadiums including the selection, booking and coordination of suppliers, partners and artists.
SPORTFIVE created an online booking system, that allowed the booking and management of tickets and hospitality packages. This system has simplified the whole booking- and travel process for Carlsberg´s guests.
SPORTFIVE did the management and execution of the hospitality program during the UEFA Euro 2012. We've designed the program, developed personalized activities and created travel documents for the guests.
SPORTFIVE was responsible for all staff members in the different areas. This included selection, booking, training and coordination of on-site staff including venue managers, hostesses, tour guides and service staff.
"The key to this success lies in your hard-working and motivated team and in the excellent execution of plans mainly developed by SPORTFIVE under guidance and in professional dialogue with us, the client."
Carsten Buhl, Senior Manager Carlsberg Breweries A/S