Tuborg, being the fourth best-selling beers in the UK, has become one of the most ‘melodic’ beers round the globe. To prove its commitment to music, it is going to become the official sponsor of several large-scale UK festivals slated for this summer.

Carlsberg UK along with Live Nation, the music promoter company, appointed the brand to be the official beer of a number of musical events all summer long for four years in a row. Tuborg will come up as a sponsor of Hard Rock Calling, Wireless, Lovebox Weekender, Leeds/Reading festival and Bestival among others.

«Tuborg is fast becoming the beer of music, and partnering up with Live Nation, the biggest music promoter in the world, is a natural fit for the brand,» comments Gareth Roberts, director of sponsorship and media relations at Carlsberg UK.

The brand also wants to reach its fans online by launching a digital hub all dedicated to «fun and innovative experiences» and revolving around music. One of the activities is the “Beat the Intro…” game, which is all about identifying the tracks by their intros —the rules are simple: you hear a beginning of the track and choose one correct name from the three you’re given. Each month a random winner from the 50 top scorers will be given a free ticket.

Tuborg has even released a faux experimental video about an old gentleman Stan and his huge ears. In the spot, Dr Van Winkleton explains why the man has more chances to win in this music game and unveils the formula of ear growing.

The website’s visitor also can download free wallpapers for their PСs or mobile phones.