Magazine article Marketing

Carlsberg to Join FA for Sensible Drinking Push

Magazine article Marketing

Carlsberg to Join FA for Sensible Drinking Push

Article excerpt

The Football Association and its beer partner, Carlsberg, are in the early stages of talks about a joint initiative to promote responsible drinking. The talks follow recent outbreaks of violence at a number of high-profile matches.

While no launch date has been set, the activity is likely to focus on targeting football fans with advertising in match programmes and on perimeter hoardings at stadiums around the country.

The campaign will emphasise the importance of using alcohol sensibly.

The events of the past fortnight have revived memories of the chronic hooliganism suffered by football throughout the 70s and 80s.

The FA is determined to stamp out any return to crowd trouble, particularly at a time when it is when it is banking on commercial partners signing up to top-level sponsorship contracts.

FA director of marketing Paul Barber is in talks with existing sponsors such as Nationwide and AXA about renewing their deals.

Both companies are said to be unhappy about the recent scenes at Cardiff City's Ninian Park, and Chelsea's Stamford Bridge, at which objects were thrown at players and officials and fans invaded the pitch. …

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