Carlsberg kicks off Premier League partnership with on-trade ticket promotion

The promotion, called Time To Take Your Seats,​ marks Carlsberg’s new status as official beer partner of the Barclays Premier League.

Participating on-trade outlets will offer a ‘peel and reveal’ sticker to customers buying a pint of Carlsberg or Carlsberg Export from August.

Prizes for winning codes include two tickets for a Premier League game of the winner’s choice. Ten pairs of tickets are on offer every weekend for 10 weeks across the on-trade and off-trade, running from the start of September to mid-November.

Time To Take Your Seats​ will be supported in-outlet by a range of POS including posters, bar mats, font wobblers and table talkers, all of which Carlsberg says will help to raise customer anticipation for the start of the new football season.

Perfect message​

To further drive customer footfall, national press advertising will feature the promotion and encourage customers to enjoy the atmosphere of live football in pubs and clubs. 

The campaign will also be promoted across digital media, and will appear on perimeter boards at selected Premier League venues once the season starts on 17 August.   

David Scott, director of brands and insight at Carlsberg UK, said: "Time To Take Your Seats is the perfect message to engage customers as excitement builds towards the start of the new Premier League season.

"Pubs, clubs and bars offer a fantastic environment where fans can watch the match with friends and enjoy a pint of lager, and thanks to Carlsberg’s new partnership with the Premier League the link will be stronger than ever this season."

Carlsberg’s status as the official beer partner of the Barclays Premier League runs for three years from the 2013/14 season.