A new partnership has been announced between the Scottish Professional Football League and Molson Coors, which will see Carling promoted as the Official Beer of the SPFL for the next three seasons.
Running until at least the end of Season 2026/27, the Carling brand will be represented at league matches and every round of the Premier Sports Cup. The activation will also include a number of opportunities for supporters across the SPFL’s teams to get involved.
Carling brand director at Molson Coors Beverage Company, Lee Willett, said: “Carling is the lager brand consumers most commonly associate with football so we are thrilled to be able to announce our partnership with the SPFL.
“We’re committed to supporting the beautiful game at every level here in Scotland and across the UK. That includes giving local clubs a chance to win new team kits through our Grassroots Goals initiative in partnership with Umbro, and now helping clubs and fans enjoy the country’s biggest competitions through this new partnership.
“We can’t wait to stand alongside Scottish football fans for the upcoming seasons.”
SPFL group chief executive, Neil Doncaster, commented: “It is fantastic news to welcome Molson Coors and Carling as an official partner of the SPFL. Carling has a rich history of supporting Scottish Football and this new association with such a respected UK brand comes at an exciting time for the league and our member clubs.
“We are very much looking forward to working with the Carling team for the next three seasons and, hopefully, beyond.”
The partnership is the latest commercial agreement secured for the SPFL by the Scottish Football Marketing venture. Its commercial director, Brendan Napier, said: “Carling is a brand that is synonymous with football in this country and has a long and illustrious record of connecting communities and supporters on matchdays.
“With that, we felt Carling, and their talented wider team, represented the perfect partners for us here at the SPFL.
“We are looking forward immensely to kick-starting the new partnership; one that will further enhance the SPFL viewing occasion in pubs, bars and homes around the country.’’
