Carling launches campaign to celebrate more than 30 years of backing British football

• Carling’s new campaign ‘Behind Football’ looks back at the brands more than 30-year heritage in the beautiful game.

• Featuring a new limited-edition retro can and a partnership with sportswear label Umbro

• The campaign is supported by a national out of home advertising campaign with memorable moments through British football history

To mark 32 years of supporting British football, which includes becoming the Premier League’s first ever title sponsor in 1993, the League Cup (Carling Cup) in the early 2000s, to now being the official beer partner of the Emirates FA Cup and Adobe Women’s FA Cup, the beer brand will be hiding 1,000 limited-edition retro cans inside promotional packs across UK supermarkets and convenience stores.

Designed to take fans back to the early 00’s - a golden era of football for many, the can is a re-release of the iconic Carling branding from 2002. Alongside the retro can, Carling has also teamed up with sportswear label Umbro for a nationwide giveaway of a fleece which takes its design cues from the much-loved style of 90s and noughties fashion.

The retro can will be available in store from 6^th October, giving shoppers the chance to win a fleece.

The wider campaign, which began in mid-September, sees Carling-branded billboards placed at high-footfall locations around partner stadiums including Newcastle’s St James Park, Chelsea’s Stamford Bridge, Molineux Stadium – the home of Wolverhampton Wanderers – as well as Bolton’s and Cardiff City’s home grounds.

The banners will showcase iconic players and memorable football moments which took place at those clubs, highlighting the affinity between the nation’s favourite sport and Carling, which was voted the beer brand most synonymous with football in a poll last year^[1]. It includes images featuring Alan Shearer, Frank Leboeuf, Don Cowie, Steve Bull, and Jussi Jääskeläinen, all which show Carling’s iconic logo displayed in the background of the shot.

Rachel Bailey, Carling Brand Controller at Molson Coors Beverage Company, said: “Football has been in Carling's DNA for over three decades. This campaign celebrates those authentic moments where Carling has been behind the action, supporting every level of the game whilst offering refreshment to fans.”

“The retro fleece collaboration with Umbro perfectly captures the football nostalgia from the beginning of the Premier League era and sporting culture Carling has championed since 1993. It gives fans the chance to own a piece of football heritage while helping retailers leverage the treasure hunt mechanic to boost sales.”

The retro can promotion will run across 10x440ml and 18x440ml Carling multipacks, with the integrated campaign expected to reach 3.5 million consumers from early October and through the Christmas period.

Winners can claim their prize by scanning a QR code on the can – unlocking a piece of authentic football heritage.

ENDS

About Molson Coors

For over two centuries Molson Coors has been brewing beverages that unite people for all of life's moments. In the UK and Ireland we now have four breweries, with our UK home in the renowned brewing town, Burton upon Trent, and a nearly 300-year-old cider press in Suffolk.

Molson Coors produces some of the most beloved and iconic beer brands ever made. While the company's history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle. Our growing beverage portfolio in the UK and Ireland includes Aspall Cyder, Atlantic Pale Ale, Cobra, Madri Excepcional, Pravha, Staropramen and Rekorderlig, alongside popular favourites Coors, Carling, and the UK's number one selling cask ale - Doom Bar.