Carlsberg has reinforced its close links with soccer through a multi-million pound deal to sponsor the European Championships in 2004 and 2008. If history repeats itself the link up will lead to a massive increase in the brand's sales in the UK. When it backed the Euro 2000 event Carlsberg-Tetley reported a 48% boost in sales during the tournament, with sales in the take home market up 307%. The charge was led by the multiple grocers which increased sales of the brand by 773%. Managing director Doug Clydesdale said: "This is the same kind of package and we hope to get the same results. Admittedly the figures are huge and if we get close to them I will be delighted." Carlsberg sponsors the Liverpool, Hibernian and England teams as well as the UEFA Cup and Super Cup. It opted out of direct sponsorship of this summer's World Cup but has built a heavyweight promotional package to make the most of it. The latest deal will give the lager perimeter signage at all 31 matches of the European Championships, exclusive display rights and broadcast sponsorship and commercial air time. It will also have internet rights through official sites and on-site branding. {{DRINKS }}