Carlsberg UK has released a line of football-inspired Christmas jumpers for its latest campaign.

The campaign, conceived by creative agency Fold7, will be rolled out in three phases: a teaser, followed by a launch that includes a giveaway partnership with Asda Online, cumulating in a marketing push with influencer-driven content.

The teasers feature models sporting the jumpers and mimicking iconic football celebrations.

According to the brand, two jumpers will be available, a “home” sweater in pilsner green and a blue “away” knit inspired by Carlsberg 0.0.

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Both designs will feature Carlsberg’s iconic logo, with the brand’s hop leaf making up part of the festive design.

Carlsberg,head of marketing, Sam Johnson said: “Embracing this kind of social content will help us connect with beer drinkers at a key point in the year, in a way that feels fun, entertaining and culturally relevant for the brand.”

This year’s campaign comes after the brand mocked up a Christmas jumper design for social media last year, which garnered interest from consumers in purchasing the real thing.

“Football kit launch videos always pop off online, especially for our audience. We wanted to bring our jumper to life in content that we would enjoy watching, and in a way that feels connected to the brand’s history,” added Fold7 strategy director, Chhaya Kapila.

“We are not leaning into category clichés but showing up in a fun and authentic way – and right as the festive season kicks off.”