Carlsberg Group has handed global creative agency Fold7 the brief to spearhead the brand’s sponsorship deal with Uefa, which it signed last year, following a five-way pitch that also involved Uncommon, VML, Ogilvy, and 72&Sunny.
The agency first started working for the brand in 2010, and although the global business moved to Grey Europe for a short period, Fold7 retained the UK business throughout and was reappointed to the global account in 2022.
Over the years, the agency has launched a raft of activity, including the “That calls for a Carlsberg” slogan, “The Danish Way” featuring Mads Mikkelsen, and the “Probably Not” campaign.
It will now activate Carlsberg’s multi-year partnership deal with Uefa to connect the beer brand with football fans globally.
Fold7’s brief is to drive “fame and relevance” for Carlsberg in priority markets including the UK, China, India, Malaysia, Vietnam and Germany, while showcasing its brand promise to help more people access more of the best of football.
The scope includes an overarching creative platform and through-the-line content, as well as culturally native and community-led work, with an emphasis on earned media to drive fame around the world.
Carlsberg maintained a continuous sponsorship of Uefa national team competitions from 1988 until 2016. After stepping away for a few years, it officially signed a new multi-year deal in March 2025, which includes Uefa Nations League Finals, Uefa Women’s Nations League, Men’s & Women’s European qualifiers, UEFA Futsal Euro, UEFA Euro 2028 and Uefa Women’s Euro 2029.
Carlsberg Group global brand director Lynsey Woods said: “Fold7 has been a trusted partner to Carlsberg for many years, so extending that relationship as we enter this next chapter with Uefa feels entirely right.
“Football is a core growth pillar for our brand and a major focus for us in the years ahead. Together with Fold7, our ambition is clear. To put Carlsberg back at the heart of football fan culture and deliver on our brand promise by giving fans access to the very best of the game, across the biggest moments and competitions in Uefa National Team football.”
Fold7 managing director James Joice added: “The Carlsberg brand has seen five years of accelerated growth and we will ensure this continues. Hugely proud of the Fold7 team from strategy through to social and all our global players on the field for bringing home this win. The hard work starts now.”
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