The campaign includes TV and outdoor advertising and an on-pack promotion for consumers to claim a £10 voucher for kitbag.com on 10-, 12- and 15-can packs.
There will also be a “shirt amnesty”, fronted by ex-Premiership footballer and I’m A Celebrity contestant Jimmy Bullard.
Fans will be able to trade in a football shirt with the name of a recently sold player on the back for a new one, at no cost.
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 when, uninhibited by their team’s actual performance, fans have renewed hope, dreams and aspirations about the prospects of the season ahead.”