The final stages of the Emirates FA Cup are approaching and Carling is building excitement with the launch of an all-new on-pack promotion, trivia competition and marketing campaign.
From 23 March until 30 June 2025, adults can scan QR codes on promotional multipacks of Carling and enter the code displayed on the inside of the sleeve alongside their details for the chance to win*.
The prizes up for grabs include four seats in the stands at Wembley Stadium for the Emirates FA Cup final and a pre-match Wembley Stadium tour, which includes a one-night stay at a four-star Wembley hotel and travel allowance, as well as Deliveroo vouchers for secondary draw winners.
New this year, shoppers that enter the on-pack promotion will have a second chance to win a one of ten, £20 gift vouchers to spend at selected retailers if they correctly answer an Emirates FA Cup-themed trivia question*.
The promotion is designed to help retailers build up excitement amongst football fans and will run across 4x440ml, 10x440ml, and 18x440ml packs. Priced-marked 4x440ml, and 10x440ml packs will also be available.
In past years, Carling’s on-pack promotions have helped drive sales for retailers, increasing value sales of Carling by 60.8 per cent and 30.6 per cent during promotional periods in 2023 and 2024 respectively.
“Carling is proud to support football at every level – that’s why we’re the lager brand consumers most commonly associate with the beautiful game,” said Lee Willett, Carling Brand Director at Molson Coors Beverage Company.
“This campaign is about celebrating Carling’s football heritage and the history of the world’s oldest national football tournament. In bringing together clubs from across the football pyramid, the Emirates FA Cup creates truly unique sporting moments, and the final stages present a massive opportunity for our customers to drive sales.”
The beer brand, which has been a partner of the Emirates FA Cup and Adobe Women’s FA Cup since 2023, will also be sponsoring talkSPORT’s Emirates FA Cup and UEFA Nations League coverage, with Carling branding featuring prominently on match previews and reviews on talkSPORT Drive.
Carling has moved to strengthen its ties to football in recent years through sponsorship deals with the Football Association of Wales (FAW), Scottish Professional Football League (SPFL) and a host of top clubs including Newcastle, Nottingham Forest and Everton.
Carling is also supporting local football clubs up and down the country through its ongoing Grassroots Goals initiative, in partnership with Umbro, by giving them the opportunity to win prizes including new team kits throughout the course of the year.
*T&Cs: 18+, UK and ROI only (tie-break question for ROI). Scan the QR code on your promotional pack or go to www.carlingpromotions.com/winFAtickets and enter the unique 8-digit code found inside your pack to be entered into the promotion. Main Prize Draw: Prizes: 4x tickets to the Emirates FA Cup Final including a pre-match Wembley stadium tour, on Saturday 17th May 2025 (5x). Each prize includes a 1-night stay at a 4* Wembley hotel (2x twin rooms) and up to £250 travel allowance per winning entrant. Prizes limited to 1 per household. 1 entry per person per day. Entry closes 11:59pm 01/05/2025. Trivia Question Prize Draw: Prizes: £20 / €25 Grocery eGift cards (10x). All entrants who correctly answer a trivia question will be entered into the draw. Wrap Up Draw: Prizes: £50 Deliveroo takeaway vouchers (100x). Trivia and Wrap Up Draws close 11:59pm 30/06/2025. Non-main prize draw winners will automatically be entered into the wrap up draw. Full T&Cs at www.carling.com/terms.
