After dropping their golf sponsorships in 2008, Carlsberg focused their sponsorship spending worldwide on Soccer. In Toronto, they have been closely associated as the ‘soccer’ beer, claiming a solid green presence at BMO field, home to Toronto FC. After a year of being a true import beer (beer is no longer brewed in Canada. Carlsberg is using social media to sponsor free beer parties. Selected ‘influencers’, male bloggers who meet the predetermined criteria, are provided product, and allowed to invite whoever they wish – their only responsibility is to blog about the event. Interesting concept. I’m not sure what the outcome of this will be, as it is a small group, and not anyone is eligible to be a host. I liked that Carlsberg was completely transparent and that all bloggers stated up front that they were getting free beer in exchange for the blogging, but apart from that, they will be able to blog what they wish. This is the basis of social media – place yourself out there and wait for the bloggers to reply.