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SFA Announce Carling as New Sponsor

Wed 21st Jul 2010 | Football Sponsorship

The Scottish Football Association (Scottish FA) can today announce a unique seven-figure, four-year sponsorship agreement with Carling.

Carling is the first brand to support a wide range of the Scottish FA’s commercial activities, becoming the Official Beer of the Scotland National Team and the Scottish Cup, and also the beer of choice at Scotland’s National Stadium, Hampden Park.

Carling, the UK’s best selling lager continues to be a leading sponsor of sport in Scotland and the UK.  Today’s announcement follows Carling’s status as the Official Beer of Scottish Rugby, ensuring fans can now enjoy a great tasting pint of Carling when watching Scotland play at Murrayfield.  Carling invested over £20m in Celtic and Rangers during a seven-year association, was the founder sponsor of the Premier League in England and is current sponsor of the Carling Cup.

Carling, made with 100% British barley, is part of a wider portfolio of brands distributed by Molson Coors (UK), the Global Family Brewer whose portfolio also includes Coors Light and Caffrey’s, all of which will be available at all events at Scotland’s National Stadium Hampden Park.

Carling promises fans an exciting range of marketing and promotional initiatives to continue to get football fans closer to the game and their teams, whether supporting the National Team or one of the 80 plus teams that compete in the Scottish Cup.

Paul Miller , Director of Sales Molson Coors Scotland said:  “Carling has been a major sponsor of football for many years, and we are delighted to continue our involvement with football in Scotland as a partner of the Scottish FA.

”Scottish football fans are as passionate about the beautiful game at all levels as Carling is , and this link with the Scottish Cup and the Scotland team will allow us to share some fun experiences with a wider football loving audience.

“Our recent sponsorship of the Old Firm clubs produced a high level of awareness for Carling, and we are proud of the imaginative steps we have taken to building a good relationship with Scottish consumers and our trade customers and to promote sensible drinking and consumption of alcohol. We’re really looking forward to building on this, joining with fans on the road to Hampden as they watch their team progress in the Scottish Cup, and celebrating with the nation as Scotland aim to qualify for Euro 2012.”

George Peat, Scottish FA President: “This is an original and exciting deal and the Scottish FA is delighted to be in partnership with Carling, which has been major supporters of Scottish football – and football throughout the UK – for a number of years.

“We are confident that the wide range of sponsorship opportunities made possible by this deal will enable the Scottish FA to engage with fans across the full spectrum of our responsibilities, with the national team and the Scottish Cup and also with our many events at the National Stadium.”

If you have any football business related news stories you’d like to share then please contact us – agourley@fcbusiness.co.uk or ryan@fcbusiness.co.uk

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