Carling unveils major new sponsorship deal

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After dropping sponsorship of Premiership football, Carling lager has unveiled a major new deal following its purchase by American brewer...

After dropping sponsorship of Premiership football, Carling lager has unveiled a major new deal following its purchase by American brewer Coors.

Carling is to become the British sponsor of US-based Clear Channel Entertainment (CCE), the world's biggest producer and marketer of live entertainment events, in a three-year deal worth around £20m.

The deal allows the brand to rename both the CCE-owned Hammersmith Apollo and Manchester Apollo as the Carling Apollo and obtain "pouring rights" at all of CCE's 23 UK theatres and arenas.

There has been a great deal of uncertainty about Carling's future since the Government forced its sale after Interbrew's purchase of Bass Brewers in August 2000.

America's third biggest brewer, Coors, emerged as the victor for the lager on Christmas Eve in a £1.2bn deal which will catapult the company into second place in the British beer market behind Scottish & Newcastle.

Coors, which has a market value of $1.9bn, is best known for its Light brand.

It will also control the Worthington and Caffrey's brands and the UK rights to Dutch lager Grolsch, giving it around 18 per cent of the market.

Related stories:

Coors wins battle for Carling (3 January 2002)

Coca-Cola in £40m TV deal (21 June 2001)

Carling u-turn on football bid (11 April 2001)

Related topics: Beer

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