Carlsberg to spend €80m on Euro 2016 marketing

Carlsberg is planning its biggest sports marketing campaign around this summer’s Euro 2016 soccer tournament, as the competition swells to its largest ever size.

The Danish brewer is spending up to €80m on marketing for the championship, according to a source.

Carlsberg has already doled out about €40m to secure exclusivity as the official beer sponsor of the month-long sporting event, the biggest behind the World Cup and the Olympics.