Carlsberg’s Extra Time campaign promotes better sleep habits for football fans with a new web app offering guided routines and sleep tracking.
FOR many football fans, the football season often comes with a familiar dilemma, staying up late or waking in the early hours to catch live matches and dealing with the consequences of disrupted sleep the next day.
To address this, Carlsberg has launched a new campaign titled Extra Time, aimed at encouraging better sleep habits among football supporters who regularly adjust their routines to follow live games.
The initiative promotes smarter rest practices so fans can enjoy matches fully while remaining energised and well-rested.
The campaign reflects Carlsberg’s broader brand message of bringing people together for shared experiences under the tagline #BestWithCarlsberg.
As part of the campaign, Carlsberg has introduced the Extra Time Web App, a digital tool designed to help fans prepare for match days in a way similar to athletes getting “match fit”.
The platform includes guided wind-down routines, sleep advice and a simple sleep-tracking feature, encouraging users to build healthier sleep habits throughout the football season.
Carlsberg said the aim is not simply to encourage earlier sleep, but to promote better-quality rest aligned with the body’s natural circadian rhythm, helping users wake up feeling more refreshed and alert.
The campaign also highlights broader public health concerns around sleep deprivation.
Consultant pulmonologist and sleep specialist Dr Yong Mei Ching of Sunway Medical Centre Damansara said inadequate sleep remains a significant issue among adults in Malaysia.
“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,” she said.
She cited findings from the National Health and Morbidity Survey (NHMS) 2023, which showed that nearly 38% of adults sleep fewer than seven hours per night.
Dr Yong added that tools such as the Extra Time Web App could help individuals, particularly football fans, adopt healthier sleep routines that support cognitive function, immunity and overall wellbeing.
Throughout the campaign, Carlsberg said it hopes to raise awareness about the importance of sleep during the football season, encouraging fans not only to enjoy every match, but also to recover properly afterwards.
