The SPFL and Molson Coors can today jointly announce a new partnership that sees Carling unveiled as the Official Beer of the Scottish Professional Football League (SPFL). The partnership will run until at least the end of Season 2026/27 and will see the Carling brand represented at league matches and every round of the Premier Sports Cup.
Carling’s activation will also include a number of engaging opportunities for supporters from across the SPFL to get involved with.
“Carling is the lager brand consumers most commonly associate with football1 so we are thrilled to be able to announce our partnership with the SPFL,” said Lee Willett, Carling Brand Director at Molson Coors Beverage Company. “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. “We can’t wait to stand alongside Scottish football fans for the upcoming seasons.”
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.
