Skip to main content
5th March 2012


England’s largest ever football pub tournament is set to exceed all targets with nearly 4,000pubs already signed up – and there’s still time for pubs to register.

The Carlsberg Pub Cup is open to any five-aside team in England, who will then represent their local pub. The champions will receive VIP England treatment this summer, including a pre-tournament training session, being measured for suits and presented with full playing kit, before flying to watch a sold out England match at UEFA EURO 2012™ and under the management of former England international Gareth Southgate, represent England against a team of European legends.

Gareth Southgate, Carlsberg’s UK brand ambassador, says: “With nearly 4,000 pubs already signed up to the Carlsberg Pub Cup, the competition is fast becoming the largest ever amateur football tournament England has ever seen!  It’s great to see so many people taking part in the contest which is so closely linked to pubs which often sit at the heart of our communities. I’m really looking forward to seeing the talent on display by local pub teams, who all have a great chance to win some once in a lifetime prizes.”

The Carlsberg Pub Cup is just one element of the beer’s £15m marketing push in the run-up to UEFA EURO 2012™ with above the line advertising, PR campaigns and digital activity all planned in the coming weeks.

Darren Morris, marketing controller for Carlsberg, says: “The Carlsberg Pub Cup is unique in so many ways – firstly it’s driving consumers to pubs, there are more Goals and Powerleague centres taking part than ever before, the Green Card competition means players of all standards can be rewarded, and the ultimate money-can’t buy package is something that only Carlsberg could provide as the official beer of the England team and the UEFA EURO 2012™.”

Pubs can sign up to register a team at





External Communications Manager, Carlsberg UK: Joanna Dring, 07887 796292



Joanna Dring

External Communications Manager

Dir: +44 1604 668221  Mob: +44 7887 796292

t: @jo_dring