Carling kicks off partnership with FA Cup

By Amelie Maurice-Jones

- Last updated on GMT

Joining forces: Carling partners with FA Cup
Joining forces: Carling partners with FA Cup

Related tags Sport Branding + marketing Beer Carling

Carling has become the official beer partner to the Emirates FA Cup and Vitality Women’s FA Cup.

The partnership has begun ahead of the fourth round of both the men’s and women’s competitions over the weekend of Saturday 28 January.

As part of the deal, which will run until at least 2025, Carling will roll out promotional activity throughout the rest of this season’s competitions.

This follows recent football-themed campaign activity ahead of and during the winter World Cup, including a limited-edition shirt giveaway and partnership with talkSPORT’s coverage of the tournament.

Perfect match

Molson Coors Beverage Company Carling brand director Lee Willett said: “We firmly believe the beautiful game should be open to everyone, which is why this is a perfect partnership.

“The FA Cup spans every level of the game, from non-league to Premier League, and we’re delighted to be supporting both the men’s and women’s competitions.”

He believed sporting occasions were a huge opportunity for customers to drive sales, and fans would have the competitions’ rounds earmarked on their calendars. “We’ll be helping our customers to capitalise on the excitement it generates and drive more footfall in their venues,” Willett added.

Vital investment

FA commercial director Navin Singh said the partnership would help provide “vital investment” across all levels of the Emirates FA Cup and the Vitality Women’s FA Cup.

“Carling has a proven track-record of sponsorship in the football industry, and we look forward to working closely with them during this exciting time for our showpiece competitions,” he added.

Last September, Molson Coors announced the launch​ of its first televised advertisement for its flagship brand, Carling, in two years.

The £6.6m marketing campaign was built around the concept of friendship and how people’s friends make them who they are, showcasing every day, relatable stories of “mateship” with activations across TV, social media, and video-on-demand channels, tied together with the strapline ‘We’re Made by Our Mates’.

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