Carlsberg gets behind the England team

10 May, 2010

Carlsberg, the official beer of the England football team, has launched its new TV advert in the build-up to this year’s World Cup.

The 90 second film features English sporting greats. They all combine to deliver “Probably the best team talk in the world…” to the England football team.

The line-up includes Sir Trevor Brooking, Nigel Benn, World Cup winner Jack Charlton, Stuart Pearce, fifteen times world darts champion Phil ‘The Power’ Taylor and legendary adventurer Sir Ranulph Fiennes.

The ad first aired on Saturday May 8th and will run until the end of June. Since February, the brewer has been asking fans to show their support by creating their own team talks and has now unveiled its own version.

The ad begins two minutes before kick-off with Stuart Pearce delivering some final words of inspiration in the dressing room, we then follow the team on their way to the pitch being spurred on by the likes of Sir Ian Botham, four-time World Superbike champion Carl Fogarty and five-time Olympic gold medallist Sir Steve Redgrave.

Having been cheered through the tunnel by a shirtless Jeff Stelling – complete with St. George’s Cross body paint – the final scene of the advert sees the team being led out of the tunnel by Bobby Moore alongside a lion as they prepare to take on the world.

Paul Davies, director of brands and insight at Carlsberg UK, said: “This ad has been in the making for months and we hope it can help deliver some additional inspiration for the England team and the fans. Pulling the shoot together was an impressive undertaking and it was a real honour to bring all of these sporting heroes together.”

In addition to the full 90 second advert, there will also be shorter edits running in the build up to this summer’s big tournament. To view the full length ad and behind the scenes footage, go to

Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.


La'Mel Clarke

Service isn’t servitude: the skill of hosting

La’Mel Clarke, front of house at London’s Seed Library, looks at the forgotten art of hosting and why it deserves the same respect as bartending.