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13th April 2021


  • Carling and Umbro are giving shoppers the chance to win one of 10,000 limited edition football shirts
  • Golden cans will be hidden in multipacks for consumers to find and redeem online
  • Campaign will launch in April to tap into excitement ahead of the summer of football

Carling, the UK’s number one lager brand, has teamed up with Umbro to give people the chance to win one of 10,000 limited-edition football shirts.

Consumers will be able get their hands on a shirt by finding special golden cans, which will be hidden in multipacks of Carling from this month. Lucky shoppers will be able to redeem their prize online by entering a unique code found on each pack on the Carling website.

The football shirt has been designed by Umbro for Carling, is retro in look and feel and celebrates Carling’s branding, including its iconic black label. Design features include a striped ribbed neck collar and sleeve trim plus a collaborative twist on the iconic Umbro sleeve taping – certainly a football shirt fans will be proud to wear.

The promotion will be dual branded and clearly communicated on 10-can and 18-can multipacks to catch the eye of shoppers. This will help retailers to tap into the excitement ahead of the summer of football and drive sales of mid and large packs. The campaign will also be supported by a host of POS material to help retailers drive awareness in stores, as well as an exciting social campaign with Joe Football.

It marks the latest stage of Carling’s long-standing association with football, which has seen the brand launch high-profile campaigns and support grassroots football across the UK for a number of years. In 2020, it partnered with mental health charity Campaign Against Living Miserably for its ‘Caring Team Talks’ campaign, creating videos with leading figures from the world of football encouraging men to check in on their mates during lockdown.

Kevin Fawell, Off-Trade Sales Director at Molson Coors Beverage Company, said: “Carling and Umbro both have a rich heritage in football, which makes this an ideal partnership to help retailers tap into excitement among fans, with football fever set to sweep the UK like never before.

“The campaign will help drive more interest as consumers look to enjoy their favourite drink at home while watching the football. Gold isn’t always something that’s always associated with the home nations at football tournaments, but we certainly hope it will be this summer!”

Jonathan McCourt, Head of Football Marketing at Umbro UK, said: “It’s great to team up with Carling as we marry up two British brands with a shared passion for the beautiful game. The shirt we’ve designed is stylish, with a timeless design that pays tribute to both of our proud footballing roots. We’ve no doubt that football fans will be looking forward to the chance to get their hands on one.”


Press release on City Press on behalf of Molson Coors

Contact: Bryn Madden,