Carling will continue its role as the Official Beer Partner of the Emirates FA Cup and Adobe Women's FA Cup.
As part of the deal, which will run until at least 2027, Carling – the lager brand most associated with football, as per a recent Pro Quo survey – will be rolling out promotional activity throughout the competitions to bring fans even closer to the action.
This extended agreement builds on a successful partnership launched in 2023. Since then, Carling – brewed by Molson Coors Beverage Company – has delivered nationwide activations in pubs, bars, supermarkets, and at the matches.
Carling’s Could it be Magic podcast, hosted by footballing legends Joe Cole and Ashley Cole, has captivated over 33 million fans already since its launch just under a year ago, cementing the brand’s position at the heart of the game.
The brand has also sponsored exclusive talkSPORT coverage and brought fans together in pubs nationwide with interactive games and football prizes.
Football fans have even been given the opportunity to meet heroes of the competitions like Dion Dublin, Stuart Pearce and Ellen White, while a tour of the iconic trophies to supermarkets across the UK gave supporters the chance to get up close to the silverware and celebrate their love of the game.
Meanwhile, more than 100 million Carling packs have carried the partnership branding, offering shoppers the chance to win tickets to the finals at Wembley Stadium in the exclusive Carling Box.
The announcement comes after the Second Round Proper draw of the women’s competition and in the build-up to the First Round Proper of the men’s competition that begins this Friday (31October).
Speaking about the extended deal, James Gray, Commercial Director at The FA, said: “Carling is well known as an outstanding supporter of English football, and it’s been a pleasure to see this commitment first hand with such a wide variety of activity over the past three seasons. We look forward to working together over the years ahead and seeing even more magical moments be created around our flagship competitions.”
Ryan Mclaughlin, Brand Director for Carling, said: “The Emirates FA Cup and Adobe Women's FA Cup bring together clubs and fans from every level of the game, making it truly open to everyone.
“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 itself. Over the next three years, we’ll keep finding new ways to help fans feel part of the magic of the Cup.”