Carling teams up with Talksport for World Cup coverage

Carling lager has teamed up with TalkSport to become its official radio broadcast partner ahead of the World Cup. Carling will be the headline sponsor of TalkSport’s coverage across 56 games during the tournament. It will see Carling correspondents report from pubs and bars across the UK during home nations fixtures, which will be broadcast on air, as they gauge the thoughts of fans and soak up the atmosphere.

The brand will also sponsor TalkSport’s daily roundups, half-time highlights and online content, as well as hosting a weekly feature, “Shirt Tales”, which will see guest stars discuss their favourite iconic World Cup kits.

And as part of Carling’s ongoing partnership with mental health charity CALM, TalkSport will present the Carling x CALM Mental Health Show. Legends including Stuart Pearce, Leah Williamson and Martin Keown will discuss the pressure of dealing with the highs and lows of international football, and the importance of starting conversations about mental health amongst friends and families.

“Excitement ahead of this winter is already sky high and Carling’s long association with football makes it the perfect partner to TalkSport’s World Cup coverage,” said Lee Willett, Brand Director at Carling. “We’ll be looking to create a buzz ahead of the tournament and soak up the excitement in pubs and bars as part of our coverage once the tournament is underway.

“We also recognise an opportunity to use the popularity of the tournament, and the reach of TalkSport and Carling, to start conversations around important issues beyond football. We’re proud to work closely with CALM and we hope our Mental Health Show will encourage more people to talk about their mental health during the tournament and beyond.

“The high-profile partnership will ensure we maintain Carling’s position as the go-to lager brand during the football and keep it front of mind for consumers throughout the tournament.”