Does being the official beer of the England team help pubs sell more Carlsberg?
Well, I think first of all it will help pubs sell more beer in general. Obviously, we want the increase in sales to be all Carlsberg, but having a sponsorship like this does get people more interested in going to the pub and it does have a positive effect on overall beer sales. But our sponsorship is about more than getting our brand name greater exposure. We have been working with pubs since January to help them prepare for the World Cup. We have been able to engage our customers about their businesses in a very meaningful way — this has enabled more than 300 licensees to go on the We Deliver More Live Sport training days. All of those trained got their hands on a sport retail excellence DVD, starring football presenter Ray Stubbs, which they could take back to their pubs and show to their barstaff. We believe that the World Cup is a massive opportunity to re-engage people with pubs.