Carling has strengthened its long-standing association with English football by becoming the official beer partner to the Emirates FA Cup and Vitality Women’s FA Cup.
The partnership brings together two national icons with rich football heritages ahead of the Fourth Round of both the men’s and women’s competitions over this coming weekend.
As part of the deal, which will run until at least 2025, Carling will be rolling out promotional activity throughout the remainder of this season’s competitions to generate further excitement among fans.
It follows recent football-themed campaign activity ahead of and during the winter World Cup, including a limited-edition shirt giveaway and partnership with talkSPORT’s coverage of the tournament.
“We firmly believe the beautiful game should be open to everyone, which is why this is a perfect partnership,” said Lee Willett, Carling Brand Director at Molson Coors Beverage Company. “The FA Cup spans every level of the game, from non-league to Premier League, and we’re delighted to be supporting both the men’s and women’s competitions.
“Sporting occasions are a massive opportunity for our customers to drive sales and fans will have the competitions’ rounds earmarked in their calendars. We’ll be helping our customers to capitalise on the excitement it generates and drive more footfall in their stores.”
The FA’s Commercial Director, Navin Singh, added: “This new partnership with Carling will help to provide vital investment across all levels of the Emirates FA Cup and the Vitality Women’s FA Cup. Carling has a proven track-record of sponsorship in the football industry, and we look forward to working closely with them during this exciting time for our showpiece competitions.”