Carlsberg kicks-off being Premier League’s Official Beer by signing up McAteer & Barnes

From left: John Barnes serves up to Jason McAteer in 37 Dawson Street recently to highlight for fans Carlsberg's Premier League sponsorship for the next three years.

Carlsberg caught punters by surprise recently in creating a one-off 'Carlsberg Ultimate Football Bar' for one day only to announce the fact that Carlsberg is now the official beer of the Premier League.

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Dawson Street’s Bar 37 was transformed into the fan’s ultimate bar with Irish Premier League fans being greeted by ‘doorman’ and Republic of Ireland legend Jason McAteer and served a pint by Premier League and Liverpool legend John Barnes. Fans also took part in a pub quiz conducted by Sky Sports presenter Rachel Wyse. The lucky punters had absolutely no idea what they were walking into and were able to spend the afternoon with the legends in the pub.

This event showcased a sample of what Irish  fans can expect to see from Carlsberg’s three-year Premier League sponsorship throughout the season as part of its new ‘Be there next weekend’ campaign. The campaign will reward committed Irish Premier League fans with ‘money can’t buy’ experiences including winning prizes such as VIP trips to Premier League games, presenting Man of the Match to players amongst other such prizes.

 “It was the surprise of a lifetime for Irish football fans and such a great experience for me,” commented John Barnes, “I personally always love coming to Dublin and really enjoyed being barman for the day and pulling pints of Carlsberg – although it took me a few attempts to get the perfect pint! It was great to see some of the reactions of the fans and of course spend time with them talking about football.”

At the launch, Carlsberg Senior Brand Manager Julie Allman said, “We really wanted to kick-off our official beer sponsorship of the Premier League with something extra special for Irish football fans to enjoy, something totally unexpected that money simply couldn’t buy for them. What better than to surprise them by creating the Ultimate Carlsberg football bar and give them the opportunity to meet true football legends”.

For more information check out www.facebook.com/carlsbergfootball.

From left: John Barnes serves up to Jason McAteer in 37 Dawson Street recently to highlight for fans Carlsberg’s Premier League sponsorship for the next three years.

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