Carling has announced it will be releasing a limited edition can to celebrate its partnership with the Emirates FA Cup.
The new can design, which features the famous Emirates FA Cup trophy, Wembley arch and cheering fans, is set to arrive on shelves at the beginning of October to build up excitement ahead of the tournament.
Carling became the official sponsor of both the Emirates FA Cup and Women’s FA Cup last year and is once again backing both the men’s and women’s competitions for the 2023/24 season.
The innovative 360 can design will appear across all Carling packs from 2 October 2023 to mark the opening rounds, with non-league clubs up and down the country already competing for a place in the later stages of the competition, dreaming of competing against the nation’s top teams. The limited-edition cans celebrate where it all begins and encapsulates what the Emirates FA Cup is all about – from non-league to the Premier League, every team has a shot at playing under the famous Wembley arch.
Carling will be helping retailers to create excitement with a host of in-store point of sale materials with football-themed graphics, including front of store and gondola end displays. The launch of the cans will also be supported by consumer-facing social media activity that will shine a light on the clubs participating in the early rounds of the competition.
“Football is in Carling’s DNA and we support every level of the beautiful game, from five-a-side games between friends, to top tier football," said Lee Willett, Carling Brand Director at Molson Coors Beverage Company. "The Emirates FA Cup is among the most magical sporting competitions in the world, and it’s not all about the Wembley final – the qualifying rounds are already underway, and we want to support every club taking part with the launch of the pack.
“Sporting occasions are a massive opportunity for our customers to drive sales and many fans will have each round of the FA Cup earmarked in their calendars. This limited-edition packaging will help retailers build on this excitement and inspire more purchases from excited football fans planning to watch the games with their friends and family.”
Jo Taylorson