Carlsberg-Tetley is planning to repeat the success of its sponsorship of Euro '96 by backing the soccer tournament again this year. ITV's coverage of Euro 2000, the world's third largest sporting event, will be backed by the Carlsberg brand. C-T is spending £5m on the deal and is also the official beer of the event and an official supporter of the England team. It is an important deal for C-T as all the brewers are looking for something on which to build summer sales. Last year there was no big event until the Rugby World Cup in the autumn and the hype surrounding the millennium, though brewers' sales were boosted by good summer weather. Euro 2000, beginning in June, should provide a sales boost which could last well beyond the final. Carlsberg's sales throughout Europe will benefit, though how well it does in the UK will depend inevitably on how far the home teams progress. When it sponsored the event in 1996, the brand was given a dramatic boost. The brewer is now in the third year of a strategic plan which features the £40m investment in its breweries in Northampton and Leeds, the closure of its Wrexham and Alloa plants, and the sale of its Burton brewery to Bass. Chief executive Ebbe Dinesen said: "This builds on our long-term investment in football and is an indication of our determination to support the company's international plans and build its success in the UK." {{DRINKS }}