March 30 – Carling, the UK’s best-selling lager, has agreed a new three-year sponsorship of the Welsh FA that will run through Euro 2024 qualifying and up to the end of the 2026 World Cup.
Designated the official lager of the Wales national football team, Carling use the national team logo and men’s and women’s player images on packaging, POS and other marketing materials.
Carling will also have branding on pitch-side advertising boards at Cardiff City Stadium, where Wales play their home games.
Lee Willett, Carling Brand Director at Molson Coors Beverage Company, said: “Carling’s identity is built on its commitment to its heartlands and this partnership with the national football team is a perfect match.
“Our brand has its roots in football and working with the FAW is an exciting opportunity to promote the beautiful game in Wales.”
Wales are rebuilding after the Qatar 2022 World Cup that saw the retirement of talisman Gareth Bale as well as a number of other senior players. They exceeded expectations in their opening two games of Euro 2024 qualifying with a draw away to Qatar 2022 semi-finalists Croatia and a win over Latvia.
Ian Davis, chief commercial officer for the FAW, said: “Carling has deep links with domestic football in Wales so it’s an ideal partner for us. Teaming up with a such a popular brand – particularly one that shares our passion for the beautiful game – will be an important platform for us as we look to grow Welsh football even further.”
No value has been given for the sponsorship.
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