New Carlsberg Fan Squad ad transforms football fans' pub experience

The ad sees the Carlsberg Fan Squad ambassadors transform fans’ experience of watching England in the pub.

The ad was developed following research with football fans to identify the things that dampen their experience of watching football in the pub. The research found that nipping to the toilet and missing a goal infuriated fans, as did the size of the TV and having your view blocked.

The Fan Squad introduces viewing holes in the toilet walls, a super-sized screen and raised seating platforms to ensure fans never missed a kick and any of the action.

Carlsberg has launched a campaign across both the on and off trade to give 1,000 fans the chance to watch England v San Marino, in October, at Wembley.

Dharmesh Rana, senior brand manager, said:  “As the Official Beer of The England Team, we’re really proud of the Fan Squad advert.  We want to make football even better for fans so we listened to them to find out how we could improve the experience of watching England in the pub.

“With the help of Paddy, Ian and Jeff, we’ve put the fans first, and further enhanced our position as the beer of football.”