Carling has renewed its deal as the Official Beer Partner of the Emirates FA Cup and Adobe Women’s FA Cup, extending the partnership until at least 2027.
The agreement builds on the relationship first launched in 2023, with promotions from its Molson Coors-brewed lager showcased nationwide across pubs, bars, supermarkets and matches.
Over the past year, the beer giant has launched a series of campaigns, including its Could It Be Magic podcast hosted by former England stars Joe Cole and Ashley Cole.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
Other initiatives have included talkSPORT sponsorships, in-pub activations, meet-and-greet events with footballers such as Dion Dublin, Stuart Pearce and Ellen White, and a UK-wide trophy tour.
“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,” said FA commercial director James Gray.
“The lager brand is well known as an outstanding supporter of English football, and it’s been a pleasure to see this commitment first hand.”
Carling brand director Ryan McLaughlin added: “The Emirates FA Cup and Adobe Women’s FA Cup bring together clubs and fans from every level of the game.
“We’re proud to continue as official beer partner, sharing those moments with supporters whether they’re watching at home, in their local pub or at Wembley.”
