The partnership between Carling and the FA has been officially extended, ensuring the brand remains the beer partner for both the Emirates FA Cup and the Adobe Women’s FA Cup through 2027. This collaboration promises to enhance fan engagement through various promotional activities throughout the competitions.
Details of the Extended Partnership
This renewed deal builds on a fruitful partnership initiated in 2023. Carling, produced by Molson Coors Beverage Company, has already made significant strides with nationwide promotions in pubs, bars, and supermarkets, as well as during matches. The brand’s approach includes:
- Launching the ‘Could it be Magic’ podcast featuring football legends Joe Cole and Ashley Cole, which has attracted over 33 million listeners.
- Sponsoring exclusive coverage on talkSPORT to enhance community engagement.
- Organizing interactive games and providing football prizes in pubs across the UK.
- Allowing fans to interact with football icons like Dion Dublin and Ellen White.
- Conducting a trophy tour in supermarkets, offering fans a chance to see the coveted silverware up close.
Promotional Activities and Fan Engagement
Furthermore, more than 100 million Carling beer packs have featured partnership branding, enticing shoppers with opportunities to win tickets to the finals at Wembley Stadium through the exclusive Carling Box. This marketing approach aims to solidify Carling’s connection to football culture.
The announcement of this extension follows the recent first round of the Adobe Women’s FA Cup, with the Emirates FA Cup first round approaching. James Gray, the FA’s commercial director, expressed enthusiasm about the renewed partnership, emphasizing the positive impact of Carling’s involvement over the past three seasons.
Statements from Leadership
Gray stated, “We’re delighted to extend our partnership with Carling as the official beer partner of the Emirates FA Cup and Adobe Women’s FA Cup.” He acknowledged Carling’s reputation as a strong supporter of English football and anticipation for upcoming collaborations.
Ryan McLaughlin, brand director for Carling, highlighted the inclusivity of both Cups, stating, “We’re proud to continue as its official beer partner, sharing those moments with supporters whether they’re watching at home, in their local pub, or at Wembley Stadium.” He also noted the brand’s commitment to enhance the fan experience over the next three years.
Please enjoy Carling responsibly. For more information, visit www.drinkaware.co.uk.