While its major competitors fight to gain visibility by sponsoring the Olympics, Carlsberg is taking a different approach at increasing brand recognition by targeting football fans by sponsoring on the Euro Cup.

As the official partner of one of the most eye-catching sporting events among Chinese customers, the beer manufacturer recently launched a series of promotional campaigns anticipating and following the kick-off of 2008 Euro Cup.

Carlsberg has set up special web pages for the event, publishing relevant promotion information. In cooperation with CCTV Sports Chanel they released Alps Action which calls for football fans to vote for the best player and the ability to win prizes.

This Euro Cup target strategy not only keeps the brand close with its football-focused customer base but also effectively differentiates Carslberg from Yangjing, Tsingtao and Budweiser, by discarding the Olympic buzz and choosing the equally exciting football cup.