The campaign by creative agency Fold7 aims to get Carlsberg out of the fridge and into the hands of guys who want to kick back with a beer and their favourite sports channel.
The ads are intended to reaffirm the brand proposition of Carlsberg as a reward, following the global relaunch around the line, "That calls for a Carlsberg", in April. They will run on all four Sky Sports channels and Sky Sports News.
The spots featuring different creative treatments according to whether the ads are airing on Sky Sports' home or pub feed. They will feature men rewarding themselves and their mates with a Carlsberg at the end of a hard day.
The media deal was brokered by media agency OMD UK, and also includes off-air partnerships with Sky Business in the on-trade.
This will see a new co-branded logo appear on advertising and point-of-sale material sent out by Carlsberg and Sky Sports to Sky Business Customers in pubs.
Darren Morris, brand controller for Carlsberg, said: "The partnership with Sky Sports is the perfect vehicle to communicate with our target audience and reinforce our new 'That calls for a Carlsberg' line. For this campaign, we’ll see the Carlsberg brand positioned as the perfect every day reward."
On-pack, in-store, web, mobile, customer magazine and tablet joint promotions will also run for the term of the agreement, with Sky hardware and subscriber offers as prizes.