Carlsberg UK unveiled a marketing campaign in excess of £10m, to be centred around this summer's Euro 2004 football tournament. The brewer is an official partner to the tournament, and official beer of the England team, and should enjoy a high profile at the event. The new promotion will be called ‘Your Country Needs You’, and will feature TV and outdoor advertising and a large amount of in-outlet promotions. Cans and bottles and with prominent outer packaging featuring the ‘Your Country Needs You’ slogan will go on sale during the tournament, and images of England players will appear on cans and bottles of Carlsberg and Carlsberg Export. "The competition represents a massive trading opportunity and research has shown that men watching high profile football matches are a third more likely to drink lager than at all other times," the company said in a statement. During the 2002 World Cup for example, Carlsberg achieved 30% of mainstream lager sales in the off-trade. Doug Clydesdale, managing director brands and sales commented: "The support for UEFA Euro 2004, with Carlsberg and Carlsberg Export, will be unrivalled in the sector, given the unique and exclusive rights the brands enjoy."