RKCR lands pounds 20m Carlsberg project.(Rainey Kelly Campbell Roalfe/Y&R)

Rainey Kelly Campbell Roalfe/Y&R has won an international brief from Carlsberg Breweries to promote the brewer's sponsorship of the European football championship Euro 2004.

The agency won the task after a battle against Saatchi & Saatchi London, Soul, St Luke's and the incumbent, DDB Copenhagen, in a pitch run out of Carlsberg's head office in Denmark.

The agency will roll out a fully integrated global campaign to support the sponsorship in 50 markets across the world. Forthcoming activity will involve TV ads, idents, press, poster and online work, as well as extensive in-store and promotional activity. Billings are likely to amount to around pounds 20 million.

RKCR/Y&R will present a bank of work to Carlsberg's regional offices, each of which will decide what to run in their respective markets before the start of next summer's tournament, based in Portugal.

While some airtime comes as part of the sponsorship deal, regional media buying and planning will not be handled centrally, with each market having its own media budget.

The sponsorship deals entitle the top-line partners to perimeter signs across 31 of the tournament's matches, as well as exclusive display rights.

RKCR/Y&R will also factor in on-site branding opportunities targeting fans.