Carlsberg UK has revealed limited edition packaging for its Carlsberg and Carlsberg Export beers, to mark its position as a sponsor for the Uefa European Championships for the eighth consecutive occasion.

The packs feature official Uefa Euro 2016 branding to create on-shelf standout and to reinforce the brand’s status as official beer of the tournament, the company said.

The packs feature a mix of the brand’s classic green, combined with the tournament’s official colour scheme of red, blue and white, as well as visual cues to the stadiums, supporters and footballs. Carlsberg Export will feature a premium gold and silver design.

Carlsberg UK marketing director David Scott said: “Major tournaments provide a huge opportunity for retailers. Many people plan ahead to watch the matches at home, often making it a social occasion with friends, so they’re going to stock up with food and drink for the matches.

“As official beer of Uefa Euro 2016, we have a unique opportunity to utilize the tournament’s official branding on our limited edition packaging which will really stand out on-shelf, making Carlsberg the obvious choice for anyone looking for a beer to drink, while watching the matches at home.

“This year is particularly important for the off-trade as the home nations England, Wales and Northern Ireland have all qualified, so there are more matches for retailers to capitalize on the opportunity.”

To support the new packs, Carlsberg will provide thousands of Euro 2016 branded retail display units and point-of-sale kits including fixture lists, and will invite consumers to enter a Carlsberg man-of-the-match competition for a chance to win an all-expenses paid trip to Paris and the chance to present the man-of-the-match trophy at a Euro 2016 group game involving England.