In April, 2008 Carlsberg informed about its intention to launch its branded football TV.

Since that passed no very long time and on 4th June Carlsberg presented its branded channel at PartOfTheGAME.tv.

The reason of this launch is very simple:

The brand calculated that every football match normally lasts 90 minutes, so a true football club fan has exactly 9 990 minutes of the week more to dream about football, to watch football, to be a part of football.

PartOfTheGAME.tv has 7 sections: “Highlights”, “Spotlight”, “My passion”, “The Support”, “On Tour” and “Our Game” that could be enriched by users’ uploads.

“PartOfTheGAME.tv is much more than a web TV channel. It is the ultimate media channel and community for football lovers of this world to meet, compete, get together and challenge each other. We start out with offering the fans to build and share profiles. Here they will show their colours, share their comments and passion for their team, upload favourite video clip or perhaps challenge and battle other fans. This is where everyone can truly become Part of the Game,” – says Keld Strudahl, International Marketing Director of Carlsberg.

Also, in June 18th, 2008 Carlsberg got rights for another tv-domain. The fact is that the WIPO Arbitration and Mediation Center made the decision on the case No. DTV2008-0003 (Carlsberg A/S v. Brand Live Television). The WIPO fulfilled all Carlsberg’s complains and transferred the domain name carlsberg.tv to Carlsberg.

Details are here .



Carlsberg history