Carlsberg is directing its focus towards padel, abandoning the traditional association with the glass to position itself alongside practitioners of this growing sport in Portugal. The Danish beer brand wants to be present where the consumers it aims to reach are.
The brand will bring the Carlsberg Social Cup 2026 to Lisbon between September 4th and 6th. This circuit will feature sporting competition, brand experiences and moments of socializing both on and off the padel court.
Padel continues to gain more ground in Portugal, with a growing base of practitioners. Carlsberg identifies this trend and intends to associate its image with this sport, taking advantage of the opportunity to be present alongside its target audience in a context of leisure and socialization.
