Carling has announced its continued backing of the Emirates FA Cup for the 2024/25 season, strengthening its position as a key supporter of football in the UK. 

The beer brand will also be a sponsor of talkSPORT’s coverage of both the FA Cup and the UEFA Nations League, with its branding featured prominently during match previews and reviews on the talkSPORT Drive show.

Lee Willett, Carling’s brand director at Molson Coors Beverage Company, noted that Carling’s long-standing association with football is one of the reasons the brand is a household name among football enthusiasts. 

“Carling is the lager brand consumers most commonly associate with football,” Willett said, adding that their partnership with the FA Cup, which includes clubs from all levels of football, is a natural fit for the brand.

The return of Carling’s FA Cup-themed limited-edition cans is seen as a major opportunity for retailers, with the cans expected to appeal to football fans planning to watch or listen to matches with family and friends. 

Willett added that the cans, along with Carling’s sponsorship of talkSPORT’s football coverage, will help create excitement among fans while tapping into Carling’s rich football heritage.

This latest move builds on Carling’s other football partnerships across the UK, including its support of the Adobe Women’s FA Cup, the Football Association of Wales (FAW), and the Scottish Professional Football League (SPFL). The brand also has established ties with several major clubs, including Manchester United, Nottingham Forest, and Everton, further cementing its presence in the sport.

Carling’s football-focused initiatives are designed to connect with fans at all levels of the game, making it a significant player in the UK football landscape.