Carling has strengthened its long-standing association with English football by becoming the official beer partner to the Emirates FA Cup and the Vitality Women’s FA Cup, just in time for the fourth round of both competitions over the approaching weekend.
As part of the new deal, which will run until at least 2025, GB’s number one lager brand will be rolling out promotional activity throughout the remainder of this season’s competitions.
Carling brand director at Molson Coors Beverage Company, Lee Willett, said: “We firmly believe the beautiful game should be open to everyone, which is why this is a perfect partnership. 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 venues.”
The English 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.”
