Molson Coors has announced a three-year partnership between Carling and the Premier League, as the football competition gets set for its first season without a title sponsor.
Running from June until the end of the 2018/19 season, the tie-up sees the beer brand joining Barclays, Nike, Electronic Arts and Barclays as co-sponsors of English soccer’s top league, which has dropped having a title sponsor in a move towards ‘clean’ branding.
The new deal continues Carling’s longstanding relationship with football, having been the first title sponsor of the Premier League between 1993 and 2001, and the title sponsor of the League Cup for nine seasons from 2003 to 2012.
The brand will launch its new campaign in association with the Premier League around the start of the 2016/17 season, with more details announced later, it said.
Hailing the move to “rekindle a unique partnership”, Jim Shearer, Carling brand director for Molson Coors, said: “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.”
Premier League managing director Richard Masters added: “We are very pleased that Carling has chosen to partner with the Premier League for the next three seasons. 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.”