A unique cheering system for the first time in Czech Republic

7.5.2014 Radegast

A runner participating in the Prague marathon has been running for 35 miles. Exhausted, he seeks the finish, line gathering his remaining strength. Suddenly, he sees his friend or partner on a giant screen cheering for him …
The same situation may now happen to participants of Prague’s Volkswagen Marathon Weekend in the Czech Republic. Thanks to the special application, people can now record a message for a specific runner. The chip placed on each competitor will arrange for the personal message to be delivered to the big screen right at the moment when he will be passing it. The unique system is prepared by Birell, the general partner of the Volkswagen Marathon weekend in cooperation with the Volkswagen Company.

“It is a novelty that has not been used in the Czech Republic before. I am convinced it will be very successful. People will be able to refresh the minds of their loved ones who will be facing the final 7 kilometers of the marathon. Such encouragement will definitely bring new energy to all participants,” said Luděk Baumruk, marketing manager of the Birell brand.

Those interested will have a chance to record the messages for specific competitors during the Sport Expo Fair that takes place in Holešovice on May 10, 2014. For more information, visit “http://www.fandimemaratoncum.cz”.

Notes for editors:

  • Birell brand is a longtime leader of the entire category of nonalcoholic beers. It’s been present in the Czech beer market for more than 20 years.
  • The portfolio includes Birell Light, Birell Semi Dark, and Birell Lime & Raspberry, which was introduced to the market in the summer of 2012.
  • The perfect beer taste of Birell is appreciated not only by its consumers but also at international competitions. The latest successes are the awards from the Pivex competition where Birell Lemon & Pomegranate as well as Birell Lime & Raspberry won prizes.
  • In 2012, Birell won the prize at the international competition World Beer Awards.
  • With its total sale of nearly 9.9 million hectoliters during the calendar year of 2012 (including licensed productions abroad), and with its export to more than 50 countries worldwide, Plzeňský Prazdroj Inc. is the preeminent beer producer in the region and the biggest exporter of the Czech beer.
  • Plzeňský Prazdroj Inc. is a member of SABMiller plc. Group. Pilsner Urquell is the international flagship brand of the SABMiller brand portfolio.
  • SABMiller plc. is one of the world’s biggest beer brewing companies with beer brewing activities or distribution in more than 60 countries across six continents. SABMiller portfolio includes important international brands such as Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro, and Pilsner Urquell, as well as almost 200 successful regional and national brands.


Kateřina Krásová
Plzeňský Prazdroj
+420 724 617 219

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