Carling has announced support for the Emirates FA Cup for the 2024/25 season, strengthening its position as a key sponsor of soccer in the UK.
The beer brand will also be a sponsor of talkSPORT’s coverage of both the FA Cup and UEFA Nations League, with its branding featured prominently during match previews and highlights on talkSPORT Drive.
Lee Willett, brand director for Carling at Molson Coors Beverage Company, noted that Carling’s long association with soccer is one of the reasons the brand is a household name among soccer enthusiasts.
“Carling is the brand of lager with which consumers most commonly associate soccer,” Willett said, adding that its association with the FA Cup, which includes clubs at all levels of soccer, is a natural fit for the brand.
The return of Carling’s FA Cup-themed limited-edition cans is seen as a great opportunity for retailers, as the cans are expected to appeal to soccer fans who plan to watch or listen to matches with family and friends.
Willett added that the cans, along with Carling’s sponsorship of talkSPORT’s soccer coverage, will help build excitement among fans while tapping into Carling’s rich soccer heritage.
This latest move builds on Carling’s other soccer partnerships in the UK, including its support for the Adobe Women’s FA Cup, the Football Association of Wales (FAW) and the Scottish Professional Football League (SPFL). The brand has also established links with several major clubs, including Manchester United, Nottingham Forest and Everton, further cementing its presence in the sport.
