England's Football Association extends Carling partnership

The Football Association, the football-governing body of England, has announced a multi-year extension of its partnership with Carling, a lager brand owned by Molson Coors Beverage Company.

The partnership, which covers both the men’s and women’s FA Cups (officially known as the Emirates FA Cup and the Adobe Women’s FA Cup, respectively), will see Carling carry out promotional activities over the course of the two competitions.

Since its launch in 2023, the partnership has resulted in nationwide activations at pubs, bars, supermarkets, and FA Cup matches, the launch of the Could it be Magic podcast featuring former footballers Joe Cole and Ashley Cole, sponsorship of talkSPORT‘s exclusive coverage of the FA Cups, meet-and-greet opportunities for fans with tournament heroes of the past like Dion Dublin, Stuart Pearce, and Ellen White, as well as trophy tours across supermarkets in the UK.

James Gray, Commercial Director of the FA, said:

“We’re delighted to extend our partnership with Carling as the official beer partner of the Emirates FA Cup and Adobe Women’s FA Cup. 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, commented:

“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.”