The drinks brand will give up to £30,000 in marketing support to designated Premier League pubs to enhance the match-day experience for customers.
The basic level promotion will provide pubs with a discount for Sky, as well as PoS material and branding that identifies the site as a Premier League pub.
Top-level venues will be provided with cutting-edge equipment and technology such as the innovative Bottoms Up dispensers to deliver faster pints in the half-time rush and 4K HD access to Premier League matches.
Bottoms up dispensers have a movable magnet in the bottom of the glass, which allows pressurised alcohol to rush in through the bottom of the pint for a quicker pour.
To be eligible, licensees will need to stock products from Carling brewer, Molson Coors. Carling’s brand director Jim Shearer explained that the amount invested in each pub would be linked to how closely the site works with Carling and Molson Coors.
"There are various metrics that will signal how strong our trading relationship is with a particular pub, such as the number of our brands stocked and the volume of our products they sell," he says.
Carling is also bringing its partnership with the Premier League into pubs through the ‘They Score You Score’ feature on the Carling Tap app. The feature allows customers to pick a goalscorer in league matches to win a prize, which could be free drinks in the on-trade.
But Rich Cooke, senior customer marketing manager for Molson Coors, emphasised that this promotion will not leave licensees out of pocket.
He said participating pubs will be offered scanning devices to ease the process where customers can redeem a pint of Carling after the game.
"The customer will come to the bar with a voucher on their phone, the bar staff can simply scan the QR code, issue the free pint and the device will track the number of redemptions. We can then credit that account centrally each month; that removes the need for any free stock, vouchering or other more traditional formats for reimbursing promotions," Cooke said.
Carling has designated 1,200 Premier League pubs in the first four months of the partnership and will continue rolling this out to thousands more sites.