Carling and the Football Association of Wales (FAW) have agreed a new sponsorship deal for Carling to become the official lager of the Wales national football team.
The deal, initially signed for three years, gives the Carling brand permission to use FAW intellectual property, such as the national team logo and images of stars from the men’s and women’s teams on packaging, POS and other marketing materials.
The UK’s best-selling lager[1] will also have branding displayed on pitch-side advertising boards at the home of Welsh football, Cardiff City Stadium.
Carling will be working with venues across Wales in the coming months to maximise awareness of the partnership.
Lee Willett, Carling Brand Director at Molson Coors Beverage Company, said: “Carling’s identity is built on its commitment to its heartlands and this partnership with the national football team is a perfect match.
“Our brand has its roots in football and working with the FAW is an exciting opportunity to promote the beautiful game in Wales.”
Ian Davis, Chief Commercial Officer for the FAW, added: “Carling has deep links with domestic football in Wales so it’s an ideal partner for us. Teaming up with a such a popular brand – particularly one that shares our passion for the beautiful game – will be an important platform for us as we look to grow Welsh football even further.”
ENDS
[1] IRI and CGA GB data, 52 weeks to 16.07.22
Press release from Citypress.
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