The deal continues Carling’s long-standing relationship with the footballing world, having been the first ever title sponsor of the Premier League for eight seasons running from 1993 to 2001, and the title sponsor of the Carling Cup for nine seasons from 2003 to 2012. The partnership also strengthens the link between Molson Coors and Sky, who together offer subscription discounts to pubs and bars stocking Molson Coors drinks brands.
Carling will use the partnership to “reward and delight” consumers, helping them to create new stories and enable old ones to be re-told, whether at home, socialising with mates or at the point of purchase, according to the company.
Jim Shearer, Carling brand director for Molson Coors, said: “We are bringing together the UK’s leading beer with the most exciting football brand to rekindle a unique partnership. This exciting partnership will allow Carling to simultaneously champion pubs and bars via access to the nation’s favourite sport, while supporting growth within the off-trade by providing shoppers access to a range of brilliant Premier League assets.”
Carling will be launching its new campaign in association with the Premier League around the start of the 2016/17 season with more details announced in due course.