Carlsberg plans massive marketing spend for Euro 2016

Carlsberg is planning its biggest ever sports marketing campaign around this summer’s Euro 2016 tournament, as the competition swells to its largest size in history.

The Danish brewer is spending as much as €80 million on marketing for the tournament, said a person familiar with the matter, who asked not to be identified because the information isn’t public.

Carlsberg has already doled out about €40 million to secure exclusivity as the official beer ...