January 26 – Beer brand Carling has rejoined the English FA as the official beer partner for the Emirates FA Cup and Vitality Women’s FA Cup, starting this weekend with the fourth round of both competitions.
The FA commercial director, Navin Singh, said: “This new partnership with Carling will help to provide vital investment across all levels of the Emirates FA Cup and the Vitality Women’s FA Cup.
“Carling has a proven track-record of sponsorship in the football industry, and we look forward to working closely with them during this exciting time for our showpiece competitions.”
The sponsorship will run until at least 2025 with Carling rolling out promotional activity throughout the remainder of this season’s competitions.
No value was given for the sponsorship which sees Carling replace Budweiser as the official beer of the FA Cup.
Carling has a strong history in English football, having been the Premier league’s first ever title sponsor for eight seasons from 1993 to 2001 before switching to title sponsorship of the League Cup (now the Carabao Cup) from 2003 to 2012. It became the Premier League’s beer partner again in 2016 in a three-year deal.
Lee Willett, Carling brand director at Molson Coors Beverage Company, added: “We firmly believe the beautiful game should be open to everyone, which is why this is a perfect partnership. The FA Cup spans every level of the game, from non-League to Premier League, and we’re delighted to be supporting both the men’s and women’s competitions.”
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