The Scottish Professional Football League (SPFL) has named Carling as its official beer partner for the Premier Sports Cup.
Over the next three seasons, Carling will sponsor the Premier Sports Cup whilst also creating a range of activations that will include a number of fan engagement opportunities for SPFL clubs to become involved in.
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.”
The latest deal with the Molson Coors Beverage Company follows a recent deal the SPFL made with UK bookmaker William Hill to become the title sponsor of its league competitions.
The SPFL recently recorded a turnover of £44.3m, marking the highest amount in the league’s history. In an announcement, the league attributed a lot of this record to its deal with William Hill.
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.”
