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5th March 2024

Interactive ‘Score with Carling’ giveaway returns to pubs & bars – this year celebrating the Emirates FA Cup

  • Carling, the number one lager brand in Great Britain[1], is bringing back its interactive competition and prize giveaway
  • Carling will also bring its ‘Made by our Mates’ campaign back to TV screens

Carling is building excitement, as the final stages of the Emirates FA Cup approach, by giving consumers the chance to win a host of exclusive prizes through an in-venue interactive game – as part of its partnership with the Emirates FA Cup and Adobe Women’s FA Cup.

QR codes will be displayed in over 8,000 UK venues, running from 11th March 2024 until 21st April 2024, taking adult consumers to the ‘Score with Carling’ app where they can play a penalty shootout game.

There are thousands of prizes up for grabs for players who can score a goal and save a penalty in the app, including match tickets for the final of the Emirates FA Cup, a stadium tour and £20 Mitre vouchers.

The number one lager brand in Great Britain[2] has also created a range of point-of-sale materials for on-trade operators to display in their outlets, including posters, bar stand-ups and tent cards.

Campaign support – ‘Made by our Mates’ and ‘Local Legends’ tour

The competition is supported by campaign activity under the tag line ‘Made by our Mates’. The campaign will see Carling return to cinema screens for the first time in seven years, alongside TV, VOD, out of home advertising, paid social media, and influencer partnerships. The campaign is expected to reach 81% of UK adults aged 18-54.

Carling will also be hosting ‘Local Legends’ events at venues across the country ahead of the semi-finals and final of the men’s and women’s tournaments. Pub-goers will have the opportunity to meet their football heroes – previous events have included Chris Sutton from Celtic, Carlton Cole of West Ham, Gabby Agbonlahor and Stilyan Petrov from Aston Villa, and former Arsenal star Ray Parlour.

To boost brand awareness around the tournament and help venues drive sales, Carling is also sponsoring TalkSport’s coverage of the Emirates FA Cup and Adobe Women’s FA Cup.

Lee Willett, Carling Brand Director at Molson Coors Beverage Company, said: “With consumer spending still under pressure from the high cost of living, the FA Cup presents an important opportunity for pubs and bars. Carling is the lager brand consumers most commonly associate with football[3], making it the perfect brand to drive sales on match days.

“‘Score with Carling’ will help our customers to engage drinkers and bring even more excitement on match days throughout the final stages of the tournament. It was a huge hit as the nation welcomed the return of domestic football in September, with almost 60,000 entries during the promotional period.

“We’re sure that the latest iteration, supported by our ‘Made by our Mates’ campaign and ‘Local Legends’ tour, will bring more customers through the door for our on-trade customers too.”


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 – the UK’s number one selling lager, and the UK’s number one selling cask ale – Doom Bar.

Molson Coors Beverage Company is a publicly traded company that is traded on the New York and Canadian Stock Exchange (TAP). The company’s commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities and the environment is reflected in Our ImPrint and our 2025 sustainability targets. To learn more about Molson Coors Beverage Company, visit or on Twitter through @MolsonCoors.

[1] Circana GB All Outlets and CGA GB data, Volume and Value sales 52 wks to 30/12/23

[2] Circana GB All Outlets and CGA GB data, Volume and Value sales 52 wks to 30/12/23

[3] Pro Quo survey, ‘Brands most associated with football’, 15/01/24

Contact: Sam Wardell,

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