Carlsberg is set to score with football fans thanks to a renewed sponsorship deal with the FA and a free pint giveaway to celebrate England's qualification for the World Cup.
The sponsorship sees Carlsberg retain its status as the official beer of both the England team and the FA Cup for a further four years. Extended to a total of 19 years, it will be one of sport's longest-running commercial relationships.
It runs until the end of July 2014 and covers the Euro 2012 and World Cup 2014 tournaments.
Carlsberg appears to be banking on proposals made by the British Medical Journal this week to ban alcohol brands sponsoring sport not coming to fruition.
Meanwhile, on Saturday, October 10, Daily Mirror readers will be offered vouchers to redeem in their local for a free pint of Carlsberg. Timed to run on the day England play a World Cup qualifier against Ukraine, Carlsberg claims the promotion has the potential to attract 1.3 million drinkers to the pub.
A free text message service will allow consumers to identify their nearest three pubs participating in the promotion.
To register your pub to take part, or for more information on the free pint offer, visit www.carlsberg.co.uk/freepint.
Gareth Roberts, Carlsberg UK's director of sponsorship and media relations, said: "This is great news for Carlsberg UK, our customers and consumers and our employees. This clearly states our continued commitment to delivering unique and exclusive activity that supports the trade in challenging times."