The SPFL and Molson Coors can today jointly announce a new partnership that sees Carling unveiled as the Official Beer of the Scottish Professional Football League.
The partnership will run until at least the end of Season 2026/27 and will see the Carling brand represented at league matches and every round of the Premier Sports Cup.
Carling’s activation will also include a number of engaging opportunities for supporters from across the SPFL to get involved with.
Lee Willett, Carling Brand Director at Molson Coors Beverage Company, said: “Carling is the lager brand consumers most commonly associate with football* so we are thrilled to be able to announce our partnership with the SPFL.
“We’re committed to supporting the beautiful game at every level here in Scotland and across the UK. That includes giving local clubs a chance to win new team kits through our Grassroots Goals initiative in partnership with Umbro, and now helping clubs and fans enjoy the country’s biggest competitions through this new partnership.
“We can’t wait to stand alongside Scottish football fans for the upcoming seasons.”
Neil Doncaster, SPFL Group Chief Executive, said: “It is fantastic news to welcome Molson Coors and Carling as an official partner of the SPFL. Carling has a rich history of supporting Scottish football and this new association with such a respected UK brand comes at an exciting time for the league and our member clubs.
“We are very much looking forward to working with the Carling team for the next three seasons and, hopefully, beyond.”
The partnership is the latest commercial agreement secured for the SPFL by the Scottish Football Marketing venture.
Brendan Napier, Commercial Director of Scottish Football Marketing, said: ‘’We are really proud to welcome Carling as the Official Beer partner of the SPFL.
“Carling is a brand that is synonymous with football in this country and has a long and illustrious record of connecting communities and supporters on matchdays.
“With that, we felt Carling, and their talented wider team, represented the perfect partners for us here at the SPFL.
“We are looking forward immensely to kick-starting the new partnership; one that will further enhance the SPFL viewing occasion in pubs, bars and homes around the country.’’
* Pro Quo survey, ‘Brands most associated with football’, 15/01/24
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