Winner of the Challenge willpresent Carlsberg trophy to Man of the Match of Netherlands vs France UEFA EURO 2008™ tournament

Singapore, 14 May 2008 – Carlsberg Singapore and StarHub, Singapore’s official broadcaster of the UEFA EURO 2008™, announced today that they have partnered to develop, produce and televise a brand new TV game show - “Carlsberg Man of the Match Challenge”, that gives football fans in Singapore a shot at stardom.

“Carlsberg Man of the Match Challenge” premieres on SuperSports (StarHub Channel 22) on 15 May 2008. The four-part series will be aired weekly on the channel on Thursdays at 9pm.

Mr Lars Stjernstrom, General Manager of Carlsberg Singapore said, “Carlsberg is synonymous with the ultimate football experience, and StarHub, the leading sports content provider in Singapore, presents us with the perfect platform to roll out unique Carlsberg-branded content that connect with football fans.”

Ms Germaine Ng Ferguson, StarHub’s Head of Advertising Sales said, "Our collaboration with Carlsberg to produce this TV programme series underscores our commitment to encourage viewer affinity with our sponsors’ brands, products and services. We understand that content is still master of the game in a market where audiences are sophisticated and have short attention spans, and it was important for us to ensure that we not only meet the needs of our advertiser, but come up with innovative content that can keep pace with the demands of our viewers. In this respect, we are confident that the programme will be well received by the football buffs among our viewers."

Hosted by artistes Mark Richmond and Debbie Wong, “Carlsberg Man of the Match Challenge” will see 12 contestants battling it out in a series of football and beer-related games, quizzes and challenges in exciting half-hour episodes. Teamwork is key to prevent elimination.

Fancy a chance to meet Thierry Henry or Ruud Van Nistelrooy? The winner of the challenge will score an all-expense paid trip to Berne, Switzerland on 13 June 2008 to watch the Netherlands vs France UEFA EURO 2008™ tournament in the Stade de Suisse Wankdorf, and present the Carlsberg trophy to the Man of the Match in front of millions of viewers worldwide. He will be accompanied by a friend, and local celebrity Mark Richmond, who is Carlsberg’s ambassador for its “Road to EURO 2008” campaign.

On the exclusive prize, Mr Stjernstrom explained, “The chance for a fan to present the Carlsberg Man of the Match Award is probably one of the most prized and coveted experiences at any world-class football tournament. This once in a lifetime opportunity to be part of an amazing football moment reinforces our ‘it doesn't get any better than this' brand promise.”

Anyone can buy the most exclusive seat and the best meal available, but only the 31 football fans – out of over 150 Carlsberg markets – who win Carlsberg’s competition will get the priceless opportunity to award this trophy and shake hands with a world-class footballer. In fact, the experience for the 31 winners will begin hours before each match where they will be guided to step on to the well-groomed turf and see the stadium from the same perspective as players and referees. During the match, the winner and his friend will enjoy VIP treatment with luxury seating, free dining and enjoy cold Carlsberg beer. And immediately after the match, he will present the trophy at the press conference in front of journalists from all over the world. The presentation will be broadcasted on the UEFA and Carlsberg websites. The two fans will also take home an autograph from the winner of the Carlsberg Man of the Match.

Carlsberg and StarHub had earlier invited football fans to participate in the Challenge via TV, print, taxi and online advertisements, including a consumer webpage, and received an overwhelming response from the market. Amongst the sea of football fans who participated, only 12 were selected after a grueling and intensive selection process.

This is the second time in Carlsberg’s UEFA EURO history that the brand is offering a fan an opportunity to present the Carlsberg Man of the Match trophy. At the UEFA EURO 2004, one very lucky Singaporean fulfilled his dream of meeting his favourite football star when he defeated over 10,000 other fans to win the chance to present the Award to Spain’s star striker, Raul Gonzalez (picture, left), in Portugal at the Spain vs Greece match.

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