Thursday 27th July
UK’s number one beer brand secures exclusive pouring rights at Premier League club
Everton Football Club has signed a partnership agreement with leading UK brewer Molson Coors to provide Carling, the UK’s number one beer, at Goodison Park from the start of the 2017/18 season.
The multi-year partnership with Molson Coors will see the brewing company have exclusive pouring rights at Goodison Park and enjoy prominent branding at Everton’s home league and domestic cup matches. Carling lager will be available in bottle and draught from all kiosks within Goodison Park for the Blues’ last pre-season friendly fixture against Sevilla on Saturday 6 August.
Carling’s new partnership with the Blues is the latest in its long-standing association with football. Carling was the first ever title sponsor of the Premier League, which it held for eight seasons from 1993 to 2001, before returning as its Official Beer Partner at the start of the 2016/17 season. Carling was also the title sponsor of the Carling Cup for nine seasons from 2003 to 2012. Through its partnership with the Premier League, Carling is aiming to maximise its increasing relevance and connection with football and mainstream lager drinkers.
Alan McTavish, Head of Commercial at Everton, said: “We’re delighted to be partnering with such an iconic British brand in Carling, as they become the Club’s Official UK Beer Partner.
“At Everton we take great pride in building long-lasting relationships with our partners and are committed to ensuring they achieve the maximum value from their association with the Club in the coming years.”
Jim Shearer, Carling Brand Director, said “We’re delighted to be teaming up with a club of Everton’s stature – and if the current transfer window is anything to go by we’re in for a very exciting season. Everton are a real community club and through our network of pubs in and around Merseyside we’ll be looking to create long-lasting relationships with fans.
“From activations at Goodison Park, to fan experiences in pubs, we’ll use our partnerships with the Premier League and Sky to help bring fans closer to the action throughout the 2017/18 season.”
Carling is the Official Beer Partner of the Premier League and has an ever-growing portfolio of iconic British partnerships, including Universal Music Group and Sky. These partnerships are designed to unlock genuine value across the on and off-trade, increasing engagement with the Carling brand through consumer rewards and driving engagement with consumers to encourage loyalty.