Commenting on Carlsberg's first-half performance following the completion of the opening round of the Euro 2012 football tournament, Carsten Buhl – a 'veteran project manager' of numerous Euro competitions – said:
"We are executing our plans well and it has been pleasing to see our market operations working together to ensure that the millions of fans attending the stadia and fan parks have been able to enjoy a fresh Carlsberg while watching some great football matches.
"Another big challenge will be at the Euro 2012 Final, where we estimate that we will need to be ready to serve over a million cups of Carlsberg during half-time in the Kiev stadium and across the various fan parks and other public viewing areas."
Beer sales across the eight stadia have already exceeded the total achieved throughout the entire Euro 2008 tournament, with consumption up 49% per spectator, while almost four million fans have already visited the fan parks ahead of pre-tournament forecasts.
Kiev is now increasing the size of its fan park so that it can accommodate up to 200,000 fans.
In countries such as Germany, Holland and France, the Croatia/Spain and Ireland/Italy games attracted larger TV audiences than watched the 2010 Fifa World Cup Final.
In the UK, average neutral match audiences are up 24% on Uefa Euro 2008, while 75 million people watched the Holland vs Germany game globally – a record for an opening group game.
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