Carling will continue as the Official Beer Partner of the Emirates FA Cup and Adobe Women’s FA Cup under a deal running until at least 2027.
The agreement builds on a partnership launched in 2023 and will see Carling roll out promotional activity throughout the competitions. Since the start of the collaboration, the lager brand – brewed by Molson Coors Beverage Company – has delivered nationwide activations in pubs, bars, supermarkets, and at matches.
Carling’s Could it be Magic podcast, hosted by former footballers Joe Cole and Ashley Cole, has attracted more than 33 million listeners since its launch less than a year ago. The brand has also sponsored talkSPORT coverage and organised pub-based events with interactive games and football prizes.
Fans have had opportunities to meet former players including Dion Dublin, Stuart Pearce and Ellen White, while a trophy tour to supermarkets across the UK gave supporters the chance to see the silverware up close. More than 100 million Carling packs have carried partnership branding, offering shoppers the chance to win tickets to the finals at Wembley Stadium through the Carling Box promotion.
The announcement comes after the Second Round Proper draw of the women’s competition and ahead of the First Round Proper of the men’s competition, which begins on Friday 31 October.
