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20th January 2015






Promotion supported by point of sale in-pub and Premier League perimeter board advertising
Carlsberg is set to further its football credentials this month as it launches a five-month campaign to find the UK’s most talented fan to become the ‘People’s Pundit’ for talkSPORT, the world’s biggest sports radio station. The once-in-a-lifetime opportunity will see the winner be part of talkSPORT’s on-air team at a Premier League game on the last day of the season.
The People’s Pundit, championed by the Carlsberg Fan Squad, will be launched by Jeff Stelling live on talkSPORT on 26 January, kicking off a heavyweight partnership with the radio station running through to May 2015. The station’s high-profile presenters will provide frequent updates on the competition alongside advertisements reaching its 3.2m listeners. Updates and advertorials will also feature on and in talkSPORT’s sister publication Sport magazine while Jeff Stelling will support a high-profile consumer PR campaign to drive entries. The competition will also be promoted on point of sale in Carlsberg UK’s on trade customer outlets and on perimeter boards at Premier League football matches.
Paul Morris, Carlsberg Brand & Sponsorship Activation Manager said: “Every football fan likes to think of themselves as a pundit – talking about the beautiful game is something of a sport in itself. Through this incredible competition, we’re giving football fans the chance to put their money where their mouth is and show they have what it takes to provide punditry alongside the professionals.
“We’re delighted to be teaming up with the ultimate partner for punditry – talkSPORT. As well as providing a unique way to engage with our core consumers, it will drive national awareness of the Carlsberg brand and our strong links with football, including our sponsorship as Official Beer of the Premier League and the England Team.”
Budding pundits aged 18 and over can record their entry on a smart phone or webcam and upload to Facebook, YouTube or Vimeo before sharing the link They can also look out for The People’s Pundit mobile recording vehicle which will tour the UK throughout February, appearing at Premier League grounds and key Carlsberg UK on trade outlets.
From March, an expert panel will select the 30 most impressive pundits to attend one of five semi-final events hosted at selected Carlsberg UK on-trade customer venues where they will take part in two challenges in front of a live pub audience. Promoted and covered by talkSPORT, each regional event will each identify one finalist who will learn the tricks of the trade at talkSPORT boot camp, where the People’s Pundit will be crowned. 
Carlsberg UK’s on-trade customers can get involved by showcasing bespoke POS items, while selected larger outlets will have access to branded recording booths, allowing consumers to film themselves against a talkSPORT and Carlsberg branded backdrop.
Liam Fisher, talkSPORT Programme Director said: “talkSPORT is renowned for bringing the best football commentary, news, updates and stories to listeners 24 hours a day thanks to our expert team of presenters and reporters. I’m thrilled to be teaming up with Carlsberg to bring the opportunity to a fan to join our team and prove their commentating skills to become The People’s Pundit.”
For more information about The People’s Pundit visit from 26 January.
Notes to editors:
To start stocking Carlsberg call 0845 601 3432, or for more information about Carlsberg UK visit
For any media enquiries and information requests including interviews, features, events and photography, please contact:
Michelle Williams Fleet Street Communications T: 020 3567 5806   E:
Mark Stretton     Fleet Street Communications T: 020 3567 5802   E:
Andrew Roache       Carlsberg UK   T: 01604 668242  E:
About Carlsberg UK
Our aim is to be the best beer and beverage business in the UK.  We employ 1,800 people and boast household name brands including Carlsberg, Tuborg, San Miguel, Mahou, Tetley’s, Staropramen and Somersby Cider.  We’re the only national brewer with its own dedicated distribution network and each of our UK depots is Cask Marque accredited.  Importantly, we are engaged with society, which means we embrace our responsibilities and always strive to do the right thing.
To find out more about our company, brands and CSR programme, visit:
Or, follow our story on Twitter @CarlsbergUKCorp
About Carlsberg in football
Carlsberg UK has been involved in football for over 20 years serving Carlsberg, Tuborg, San Miguel, Mahou, Tetley’s, Staropramen and Somersby Cider to the nation.  As the Official Beer of the Barclays Premier League, we have exclusive pouring rights with Arsenal, Aston Villa Fulham, Liverpool, Stoke City, Tottenham Hotspur, West Bromwich Albion, West Ham and QPR.  As well as being the Official Beer of Team England, Carlsberg UK is working with The FA to raise awareness of referee’s and their great work.
About the Carlsberg Fan Squad
The ‘Carlsberg Fan Squad’, designed to amplify fans’ enjoyment of the beautiful game, aims to listen to genuine fans, celebrate what is great about football and understand what more can be done to improve fans’ experiences. Last year it invited 1,000 England fans, including representatives from the on- and off trade, to Wembley Stadium for England’s Euro 2016 qualifier win over San Marino.
About talkSPORT

talkSPORT is the world’s biggest sports radio station and is Global Audio Partner of the Premier League. The station is an official broadcaster of the Barclays Premier League, the FA Cup, Capital One Cup and England football internationals. talkSPORT is available on 1089/1053AM, on digital radio, on mobile  and online at   

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