EU: Carlsberg rooting for England, Sweden in World Cup

"We sponsor England and of course hope they do well and it would also be nice if our Nordic brothers from Sweden go far as we have strong base there", Carlsberg's Marketing Director Keld Strudahl told Reuters before Friday's kick off in Germany.

Although the world's fifth-largest brewer is not a main sponsor of the World Cup - competitor Anheuser-Busch has secured the rights for the tournament - it expects higher sales, especially in big markets like Britain, Sweden and in host country Germany.
"The World Cup will have an effect on the beer market and we expect to boost our sales", Strudahl said.

Niels Granholm Leth, an analyst from investment bank SEB Enskilda, said sales in countries where the brewer has high market shares, such as England, Sweden and Portugal, would benefit from the World Cup.

"The best thing for Carlsberg is if England and Sweden go far", he said.

He expects revenue in Germany could be as much as 10 percent higher this year due to the tournament. In 2005, Carlsberg had sales of around 3 billion crowns ($515.7 million) in Germany.

Strudahl would not give any figures, but would not rule out a 10 percent revenue rise in Germany.

"Germany is an interesting beer market and I think all brewers in the country will try to profit from the World Cup. We hope our knowledge and relations with football can lift sales", he said.

Beside the English team, Carlsberg sponsors the Swiss national team, also World Cup finalists. Among several other sporting sponsorship, the brewer also backs English Premiere League club Liverpool.

The Danish brewer was one of the main sponsors for the 2004 European Championship in Portugal. Strudahl said that event lifted sales in Britain more than 25 percent.

England and Sweden are in group B together with Paraguay and Trinidad & Tobago.

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