October 8 – The Scottish Premier Football League (SPFL) has signed a three-year deal with Carling which will make it the official beer of the SPFL until the end of the 2026/27 season, subject to extension.
The deal, announced Monday, will see the Carling brand represented at both the league level and in every round of the Premier Sports Cup.
Carling’s activation will also include a number of engagement opportunities for supporters from across the SPFL.
Lee Willett, Carling Brand Director at Molson Coors Beverage Company, who own Carling, said: “Carling is the lager brand consumers most commonly associate with football so we are thrilled to be able to announce our partnership with the SPFL.
“We’re committed to supporting the beautiful game at every level here in Scotland and across the UK. That includes giving local clubs a chance to win new team kits through our Grassroots Goals initiative in partnership with Umbro, and now helping clubs and fans enjoy the country’s biggest competitions through this new partnership.
The partnership is the latest commercial agreement secured for the SPFL by the Scottish Football Marketing venture. No value was given for the sponsorship.
Neil Doncaster, SPFL Group Chief Executive, said: “It is fantastic news to welcome Molson Coors and Carling as an official partner of the SPFL. Carling has a rich history of supporting Scottish Football and this new association with such a respected UK brand comes at an exciting time for the league and our member clubs.
“We are very much looking forward to working with the Carling team for the next three seasons and, hopefully, beyond.”
The partnership is the latest commercial agreement secured for the SPFL by the Scottish Football Marketing venture.
Celtic and Aberdeen are tied at the top of the SPFL table as things stand. The two will meet at Celtic Park immediately after the international break in the most influential match of the Scottish calendar so far this season.
Contact the writer of this story, Harry Ewing, at moc.l1728426567labto1728426567ofdlr1728426567owedi1728426567sni@g1728426567niwe.1728426567yrrah1728426567