Not surprisingly, a lot of UK media attention is being paid to the build-up of the London 2012 Olympics. But there is one other major sporting event coming up this summer – the UEFA Euro 2012 Football Championships.

To signal its involvement in Euro 2012, Carlsberg (official beer of the England team and sponsor of Euro 2012) has this week launched a funny 90-second ad based around the idea of an England Fan Academy.

Directed by film-maker Peter Cattaneo and devised by creative agency Fold7, the ad features Des Lynam as director of The England Fan Academy, a place where fans go to improve their “skills” (face-painting, chanting, speed at the stadium urinals, how to look worried when an England penalty is being taken and so on).

Leading them through these tasks are celebs such as Peter Shilton, Stuart Pearce, Ian Wright, actor Brian Blessed, Olympian Linford Christie, explorer Ray Mears and TV presenter Helen Chamberlain. For those fans lucky enough to graduate, the reward is not a diploma – but a pint of Carlsberg given to them by Bobby Charlton.

Commenting on the campaign, Darren Morris, Brand Controller Carlsberg said: “As England fans ourselves, we know how important supporters are to the England team during a major tournament and we wanted to acknowledge the unique characteristics that make England fans amongst the best in the world – such as commitment, loyalty & passion. In Fan Academy, Fold7 have delivered a characteristically Carlsberg campaign, which we are sure will resonate with the nation.”