EURO 2016 case #10 Share

Looming large in the background

EURO 2016 Match between Germany and Slovakia, in France – and Carlsberg’s brand is looming large, right behind the goal.

Mesut Özil, Germany, takes a penalty and in the background of the live broadcast – and of every game summary and highlight reel in the future – will be the Carlsberg brand looming large.
Alcohol ads in sports are supposed to be banned in France, but Carlsberg found a way around it.