Carling kicks off partnerships with the Emirates FA Cup and Vitality Women’s FA Cup

The partnership has been announced ahead of the fourth round of both the men’s and women’s competitions, which takes place over the weekend of Saturday 28 January 2023.

As part of the deal, which will run until at least 2025, the lager brand will be rolling out promotional activity throughout the remainder of this season’s competitions to generate “further excitement” among fans.

It follows recent football-themed campaign activity ahead of and during the winter World Cup, including a limited-edition shirt giveaway and partnership with Talksport’s coverage of the tournament.

Lee Willett, Carling brand director at Molson Coors Beverage Company, said: “We firmly believe the beautiful game should be open to everyone, which is why this is a perfect partnership.

“The FA Cup spans every level of the game, from non-league to Premier League, and we’re delighted to be supporting both the men’s and women’s competitions.

“Sporting occasions are a massive opportunity for our customers to drive sales and fans will have the competitions’ rounds earmarked in their calendars.

“We’ll be helping our customers to capitalise on the excitement it generates and drive more footfall in their stores.”