Carlsberg is one of 10 global sponsors of this summer’s Euro 2016 and are reported to be spending $90 million on marketing on their ‘Fan Revolution’ campaign for the championship.

This year’s tournament features a record 24 national teams, including 5 debutants – Wales, Northern Ireland, Slovakia, Iceland, and Albania. For the first time, the Danish brewer’s sponsorship will include TV rights on European channels with the tagline, ‘in association with Carlsberg’ featured during matches.

“It will be the biggest and the best,” Richard Whitty, a senior marketing manager at Carlsberg, told Bloomberg Tuesday ahead of the start of its official tournament campaign.  “It’s in essence a bigger occasion than any other UEFA Euro in history.”

“It gives you a guaranteed TV presence during the tournament which we’ve never had before,” Whitty added.

TV is especially important this year as France has strict alcohol advertising laws that limit in stadia adverting.

Former French international Marcel Desailly, who helped Les Bleus win the 1998 FIFA World Cup and Euro 2000, has taken the lead role in ‘La Revolution’ promoting that football is a game of the people and playing off the famous French motto with their own, ‘Liberté, Egalité, Footballité!’

But the overall scope of their campaign is global with a focus on the Asian market with social media campaigns scheduled in Malaysia, Thailand and Singapore.