51 Corporate Centre Carlsberg High Five, Verbier, 2001. Carlsberg continues to participate actively in the world of international football, generating great- er brand visibility and awareness of the Carlsberg brand, and at the same time Carlsberg appeals to the hearts of the supporters of probably the most popular sport in the world. CarlsbergGLYPH<213>s involve- ment in football ranges from the UEFA Super Cup, the Liverpool Football Club, national teams such as England to regional cups like the Carlsberg Cup in Asia. In 2001, the Liverpool sponsorship gained particular exposure due to the teamGLYPH<213>s suc- cessful season in winning 5 different tournaments and cups. Within individual sports, Carlsberg has been active in establishing a leading position as the pre- mium beer in the world of skiing. The brandGLYPH<213>s in- volvement in skiing encompasses high visibility in prestigious ski resorts and sponsorships of inter- national events. The highlight of the year was the World Championships 2001 in St. Anton, Austria, within which the Carlsberg sponsorship achieved considerable coverage and exposure and once again established itself as GLYPH<210>Probably the best after ski in the worldGLYPH<211>. In keeping with the strategy for prestige sports, Carlsberg has made great efforts to expand its in-