Carlsberg has signed a seven-figure one-year deal with Sky Sports that will see specially created Carlsberg adverts appear every hour during weekday evenings on each of the four Sky Sports channels and Sky Sports News.
The deal, which launched on-air from September 6, will give Carlsberg a presence across the Sky Sports channels once an hour between 7 & 10pm on weekdays. There will be a range of different adverts deployed within the campaign, depending on whether viewers are watching Sky Sports in the pub or at home.
The creative for the campaign is based around the ‘That Calls for a Carlsberg' tagline, reinforcing the brand's ‘everyday reward' message that ‘beer tastes better when you've earned it.' The campaign has been designed to emphasise Carlsberg's strong links with sport.
The deal also extends to co-branded Sky Sports / Carlsberg logo appearing on Carlsberg packs, at point of sale, online, on mobile, in customer magazine and through joint promotions.
Sky Media and Carlsberg's media agency OMD UK brokered the deal, which also includes off-air partnerships with Sky Business, which retails Sky services to pub, clubs and other commercial premises. This will see a new co-branded logo appear on advertising and point of sale material sent out by Carlsberg and Sky Sports to Sky Business customers in pubs and clubs across the UK & Ireland.