Kronenbourg 1664 is sponsoring an international beach soccer tournament featuring football legend Eric Cantona and hundreds of tons of sand specially imported to Brighton.
Cantona, the former Manchester United hero, now captain of the French beach football side, was one of the stars of Britain's first beach football tournament last summer when 420 tons of sand were shipped into London's Hyde Park to create the pitch.
Now Kronenbourg has signed a two-year, six-figure sponsorship deal for what organisers hope will become a regular fixture. This year's contest, which will be broadcast on Sky Sports will kick off on June 1, the first day of the golden jubilee bank holiday weekend and the day before England's first World Cup game.
An all-seater stadium, complete with imported sand, is being built next to Brighton's famously pebbly beach for the event and teams from England, France, Spain and Switzerland will compete for the Kronenbourg Cup.
Cantona, the former Manchester United hero, now captain of the French beach football side, was one of the stars of Britain's first beach football tournament last summer when 420 tons of sand were shipped into London's Hyde Park to create the pitch.
Now Kronenbourg has signed a two-year, six-figure sponsorship deal for what organisers hope will become a regular fixture. This year's contest, which will be broadcast on Sky Sports will kick off on June 1, the first day of the golden jubilee bank holiday weekend and the day before England's first World Cup game.
An all-seater stadium, complete with imported sand, is being built next to Brighton's famously pebbly beach for the event and teams from England, France, Spain and Switzerland will compete for the Kronenbourg Cup.
