Fold7 wins Carlsberg UEFA creative account

Fold7 has secured a four-year contract with Carlsberg to lead strategy and creative work tied to the brewer’s UEFA sponsorship activity across major European football competitions. The appointment places the agency at the centre of Carlsberg’s global football marketing strategy ahead of tournaments including UEFA EURO 2028™ and UEFA Women’s EURO 2029.

The agency will oversee creative development and activation for Carlsberg’s UEFA partnership, with campaigns targeting priority markets including China, India, Malaysia, Vietnam, the UK and Germany. Fold7’s remit includes creating an overarching campaign platform, through-the-line content and community-led work designed to increase the brand’s relevance among football audiences worldwide.

Fold7 expands role with Carlsberg

Fold7 was appointed following a competitive five-agency pitch involving Uncommon, VML, Ogilvy and 72andSunny. The agency has previously worked with Carlsberg and will now extend that relationship as the brewer strengthens its focus on football sponsorship.

The account covers activity linked to the UEFA Nations League Finals in 2027, UEFA EURO 2028™, UEFA Women’s EURO 2029, UEFA Women’s Nations League, European qualifiers and UEFA Futsal EURO competitions.

James Joice, managing director, Fold7: “The Carlsberg brand has seen 5 years of accelerated growth and we will ensure this continues. Hugely proud of the Fold7 team from strategy through to social and all our global players on the field for bringing home this win. The hard work starts now.”

Football remains central to Carlsberg strategy

Carlsberg said football continues to be a key growth area for the brand as it seeks to reconnect with fan culture through major tournament partnerships.

Lynsey Woods, global brand director, Carlsberg Group: “Fold7 has been a trusted partner to Carlsberg for many years, so extending that relationship as we enter this next chapter with UEFA feels entirely right. Football is a core growth pillar for our brand and a major focus for us in the years ahead. Together with Fold7, our ambition is clear. To put Carlsberg back at the heart of football fan culture and deliver on our brand promise by giving fans access to the very best of the game, across the biggest moments and competitions in UEFA National Team football.”

The partnership also marks Carlsberg Group’s return to UEFA national team football sponsorship after a previous agreement with UEFA that lasted more than two decades.

Earned media and community activity in focus

Fold7’s brief includes an emphasis on culturally relevant and community-led campaigns designed to generate earned media around football tournaments and fan moments.

The agency said its work will focus on strengthening Carlsberg’s visibility and engagement in both established and emerging football markets while supporting the brewer’s broader international growth ambitions.

www.carlsberggroup.com

www.fold7.com

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