First step was to create credits that blended in with the TV-station credits to expose Carlsberg as long as possible. Next step was to create commercials that highlighted the choice of Carlsberg beer before, during and after the match. And finally several new tools were introduced:The Carlsberg Barometer for live analysis,Carlsberg visual on the field showing distances etc.;Man-of-the-match with strong Carlsberg visuals;Vote for the best goal with a backdrop of cool beer.

The most extensive sponsorship took place on the 3+ channel and as many as 41% of the target audience remembered Carlsberg. 73% of the target group associates Carlsberg with soccer, and the sales went up 7% in 2007. Finally, the vitality score went up 74% in the same period.