Carling has announced the latest chapter in its association with football; a three-year partnership with the Premier League running from June 2016 until the end of the 2018/19 season. The UK’s leading beer brand will be aiming to maximise Carling’s increasing relevance and connection with football and mainstream lager drinkers to energise the category and benefit customers.
The Premier League is part of Carling’s growing portfolio of iconic British partnerships, including Sky and Universal Music Group. These partnerships are designed to unlock genuine value across the on and off-trade, increasing engagement with the Carling brand through consumer rewards and driving engagement with consumers to encourage loyalty.
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.
The announcement signals Carling’s desire to drive conversation and create lasting relationships with consumers. 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.
Jim Shearer, Carling Brand Director for Molson Coors said: “We are bringing together the UK’s leading beer with the world’s 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, whilst supporting growth within the off-trade by providing shoppers access to a range of brilliant Premier League assets. Together with our large network of pubs and retailers, we’ll be finding ways to use our unique access to the Premier League, alongside our existing partnership with Sky, to give Carling drinkers more reasons to get together and keep the stories going long after the final whistle has blown.”
Premier League Managing Director, Richard Masters, said: “We are very pleased that Carling has chosen to partner with the Premier League for the next three seasons. They have some exciting plans for engaging fans in pubs and homes across the country and their track record of sponsoring top level football, including the Premier League itself, will make them a great fit as our Official Beer Partner. The compelling football put on by our clubs this season is providing a fantastic platform for the League to take forward its new sponsorship strategy.”
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.