Running during the period between the football season ending in May and restarting in August, the on-trade promotions will be supported by out of home and new TV advertising.
The on-trade promotion gives consumers the chance to win a £60 voucher to redeem on an official football shirt from kitbag.com with the purchase of a pint of Carling.
Five hundred vouchers giving £10 off purchases from kitbag.com will also be up for grabs in each venue.
Promotional on-trade kits, worth £5,600, are being distributed to outlets in the on-trade and include the vouchers alongside various point of sale materials.
Jim Shearer, Carling brand director at Molson Coors, said: “Our ambition for Carling is to energise and drive long term sustainable growth of the familiar favourite lager category by focusing on adding value through promotions at the moments that matter most to consumers.
"This exciting, new promotion targets a unique time of the year where, uninhibited by their team’s actual performance, fans have renewed hope, dreams and aspirations about the prospects of the season ahead.”
The promotion is the second in a series of Carling promotions around 'key British moments that matter most'. The first, Carling’s ‘Brighton or Barbados’ promotion, gave 1,000 consumers the chance to experience the bank-holiday of a lifetime for £49.