Pubs in Manchester, Bolton, Nottingham and Birmingham will be promoted on advertising hoardings during football matches this week thanks to Molson Coors.
On Tuesday and Wednesday (September 22 and 23), hoardings usually used to promote the brewer's Carling brand will instead be donated to advertising watering holes near the grounds of Manchester City, Bolton, Nottingham Forest and Aston Villa. They will be seen by thousands of football fans during Carling Cup matches.
Individual pubs including Henighans on Lever Street, in Bolton, and the King Edward VII, in Aston, near Birmingham will be advertised.
Molson Coors said it had taken advantage of Carling's sponsorship of the competition in a bid to help out pubs at a time when six of them are closing for good every day.
The advertising industry values the boards at each game at in excess of £10,000.
Carling brand director Martin Coyle said: "The local pub is a great place to meet your mates and is a key part of the country's social fabric. As we sponsor the Carling Cup, it seemed a perfect opportunity for us to help local pubs at a practical level."