Molson Coors lager brand Carling has teamed up with the Emirates FA Cup and the Vitality Women’s FA Cup as the official beer partner.
The partnership will begin ahead of the fourth round of both the men’s and women’s competitions over the weekend of Saturday 28 Janauary.
As part of the deal which is set to run until at least 2025, Carling will be rolling out promotional activity throughout the remainder of the season’s competitions.
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This follows on from the brand’s previous football-themed partnerships, having become TalkSport’s official headline radio broadcast partner during the 2022 World Cup.
“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,” Molson Coors Beverage Company Carling brand director, Lee Willett said.
“Sporting occasions are a massive opportunity for our customers to drive sales and fans will have the competitions’ rounds earmarked in their calendars. We’ll be helping our customers to capitalise on the excitement it generates and drive more footfall in their venues.”
FA commercial director, Navin Singh added: “This new partnership with Carling will help to 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.”
