Carlsberg Champions “Extra Time” Off the Pitch with Smarter Sleep Habits

For many football fans, the football season brings a familiar trade-off – stay up or wake up for early-morning kick-offs and risk exhaustion the next day, or miss the action altogether. As disrupted sleep becomes a common part of match-viewing routines, Carlsberg is spotlighting the importance of smarter sleep habits through Extra Time – a campaign that helps fans develop better sleep habits so they can fully enjoy the game – rested and energised. The campaign reflects Carlsberg’s belief in bringing people together and enabling access to the best moments – because moments are always made better when shared. #BestWithCarlsberg.

The Extra Time Web App is a digital companion designed to help fans get “match fit” for the tournament period – much like athletes follow routines to prepare for game day. Featuring guided wind-down routines, sleep tips and a simple sleep tracker, the platform encourages fans to train for the season ahead, arrive at every match feeling energised, and enjoy the tournament in their best state through smarter sleep and wellbeing habits.

Grounded in the understanding that quality sleep is critical to energy, alertness and well-being, the campaign is about more than merely sleeping earlier – it is about building smarter sleep habits that better support the body’s natural circadian rhythm, helping fans wake up refreshed and start the day stronger. It may seem small, but these meaningful changes help fans build healthier, more sustainable sleep patterns throughout the football season.

“Sleep is a fundamental pillar of health, yet many Malaysians struggle to get enough restorative rest due to modern lifestyle demands such as late-night work, screen time, and social habits. Malaysia’s National Health and Morbidity Survey (NHMS) 2023 found that nearly 38% of adults sleep fewer than seven hours a night.

As a sleep specialist, I observe how inadequate sleep can impact cognitive function, immunity, mood, and overall health. Tools like the Extra Time web app are valuable in helping people build healthier sleep habits and routines, especially football fans whose viewing patterns often disrupt natural sleep cycles,” said Dr Yong Mei Ching, Consultant Pulmonologist, Sleep Specialist and Physician at Sunway Medical Centre Damansara.

Throughout the campaign, Carlsberg aims to raise greater awareness of the importance of sleep during the football season, helping fans enjoy not just every match, but the moments that follow.

Should you have any questions or require more information, please reach out to Jermaine Abraham at ym.moc.mmocogobfsctd-1c7420@maharbaeniamrej (012-877 7540). To sign up for the Extra Time Web App, visit here.

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