The UK on-trade, including M&B, Marston’s, Enterprise Inns and Stonegate, joined 1,000 England fans at Wembley Stadium for England’s Euro 2016 qualifier win over San Marino, courtesy of the Carlsberg Fan Squad – the fan task force aiming to amplify fans’ enjoyment of the beautiful game.
Carlsberg Fan Squad, headed by Jeff Stelling, Ian Wright and Paddy McGuinness, created a ‘pop-up’ version of The Eternal Optimist pub from the summer’s TV advert, with food prepared by Michelin-starred pub chef Tom Kerridge and a live performance from The Lightning Seeds.
The Official Beer of the England Team has recruited 1,000 fans via a series of consumer promotions to enjoy the ultimate England experience at Wembley Stadium. Inspired by the summer’s TV advert, Carlsberg has recreated The Eternal Optimist, the pub that transformed the experience of watching football for a fan.
The Eternal Optimist fan experience saw Paddy McGuinness resume his position behind the bar serving ice-cold Carlsberg via the conveyor belt bar, Jeff Stelling resumed his role of landlord, whilst Ian was on hand as The Eternal Optimist’s head of pub games.
Fans joined legends Chris Waddle and Matt Le Tissier at the bar, and faced Sky Sports’ Geoff Shreeves on arrival who was on hand to interview fans about their big match prediction.
Dharmesh Rana, Carlsberg Senior Brand Manager, commented: “As the beer of football, we’ve earned the respect of fans. The Carlsberg Fan Squad set out at the start of the year to listen to fans to understand what we could do to make football even better. This insight helped us develop our TV campaign which is now brought to life for 1,000 deserving fans at Wembley with the ultimate fan ‘Pop-up’!
Find out more about the Fan Squad at Carlsberg Fan Squad and join the conversation @CarlsbergUK where fans can win Barclays Premier League tickets every week.