Carlsberg is set to further its football credentials this month as it launches a five-month campaign to find the UK’s most talented fan to become the ‘People’s Pundit’ for the Talksport sports radio station. The winner will be part of Talksport’s on-air team at a Premier League game on the last day of the season.

The People’s Pundit, championed by the Carlsberg Fan Squad, will be launched by Jeff Stelling live on Talksport on 26 January, kicking off a partnership with the radio station running through to May.

The station’s presenters will provide frequent updates on the competition alongside advertisements reaching its 3.2m listeners. Updates and advertorials will also feature on and in Talksport’s sister publication Sport magazine, while Jeff Stelling will support a high-profile consumer PR campaign to drive entries. The competition will also be promoted on point of sale in Carlsberg UK’s on trade customer outlets and on perimeter boards at Premier League football matches.

Paul Morris, Carlsberg brand and sponsorship activation manager, said: “Every football fan likes to think of themselves as a pundit – talking about the beautiful game is something of a sport in itself. Through this incredible competition, we’re giving football fans the chance to put their money where their mouth is and show they have what it takes to provide punditry alongside the professionals.

“We’re delighted to be teaming up with the ultimate partner for punditry – Talksport. As well as providing a unique way to engage with our core consumers, it will drive national awareness of the Carlsberg brand and our strong links with football, including our sponsorship as Official Beer of the Premier League and the England Team.”

Budding pundits aged 18 and over can record their entry on a smart phone or webcam and upload to Facebook, YouTube or Vimeo before sharing the link on the campaign’s website. From March, an expert panel will select the 30 most impressive pundits to attend one of five semi-final events hosted at selected Carlsberg UK on-trade customer venues where they will take part in two challenges in front of a live pub audience. Promoted and covered by Talksport, each regional event will each identify one finalist who will learn the tricks of the trade at Talksport boot camp, where the People’s Pundit will be crowned.

Talksport programme director Liam Fisher said: “Talksport is renowned for bringing the best football commentary, news, updates and stories to listeners 24 hours a day thanks to our expert team of presenters and reporters. I’m thrilled to be teaming up with Carlsberg to bring the opportunity to a fan to join our team and prove their commentating skills to become The People’s Pundit.”

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