October 30 – The English Football Association (FA) has renewed its partnership with Carling as the official beer partner of the Emirates FA Cup and Adobe Women’s FA Cup in a new multi-year deal running until 2027.
The extension builds on a successful collaboration launched in 2023 and strengthens the relationship between the governing body and one of the UK’s most established beer brands.
Carling will continue to activate the partnership through nationwide marketing, on-pack promotions, and in-venue branding across both competitions.
Since the partnership began, Carling has used the FA Cup platform to expand its football marketing strategy – including large-scale retail campaigns, media tie-ins, and branded podcast content.
The company detailed that over 100 million product packs have carried the FA Cup branding, offering consumers ticket giveaways and digital engagement opportunities.
For the FA, the renewal maintains a key commercial relationship that supports both its men’s and women’s properties while reinforcing the crossover appeal of the domestic cup competitions to major consumer brands.
Speaking about the extended deal, James Gray, FA Commercial Director, said: “The lager brand is well known as an outstanding supporter of English football, and it’s been a pleasure to see this commitment first hand with such a wide variety of activity over the past three seasons.
“We look forward to working together over the years ahead and seeing even more magical moments be created around our flagship competitions.”
Ryan Mclaughlin, Brand Director for Carling, added: “The Emirates FA Cup and Adobe Women’s FA Cup bring together clubs and fans from every level of the game, making it truly open to everyone. We’re proud to continue as its official beer partner, sharing those moments with supporters whether they’re watching at home, in their local pub or at Wembley Stadium itself.
“Over the next three years, we’ll keep finding new ways to help fans feel part of the magic of the Cup.”
Contact the writer of this story, Harry Ewing, at [email protected]