To celebrate over three decades of involvement in British football — from being the Premier League’s very first title sponsor in 1993, to fronting the League Cup in the 2000s, and now partnering with both the Emirates FA Cup and Adobe Women’s FA Cup — Carling is launching a nostalgic promotion. 

The brand is placing 1,000 limited-edition retro cans inside special multipacks available in supermarkets and convenience stores across the UK.

The design takes inspiration from the early 2000s, often seen as a golden period for football fans. The can revives Carling’s classic 2002 look, and alongside it, the brand has teamed up with Umbro to give away fleece tops influenced by 1990s and 2000s football fashion. 

The retro cans will be available in stores from 6 October, offering shoppers the chance to win one of the exclusive fleeces.

The campaign kicked off in mid-September with Carling-branded billboards installed around key partner stadiums, including Newcastle’s St James’ Park, Chelsea’s Stamford Bridge, Wolves’ Molineux, as well as the home grounds of Bolton Wanderers and Cardiff City. 

These adverts feature legendary players and unforgettable footballing moments from those clubs, reinforcing Carling’s historic ties with the sport. Featured stars include Alan Shearer, Frank Leboeuf, Don Cowie, Steve Bull, and Jussi Jääskeläinen, with the iconic Carling logo visible in the background.

Rachel Bailey, Carling Brand Controller at Molson Coors Beverage Company, said: “Football has been in Carling’s DNA for over three decades. This campaign celebrates those authentic moments where Carling has been behind the action, supporting every level of the game whilst offering refreshment to fans.”

“The retro fleece collaboration with Umbro perfectly captures the football nostalgia from the beginning of the Premier League era and sporting culture Carling has championed since 1993. It gives fans the chance to own a piece of football heritage while helping retailers leverage the treasure hunt mechanic to boost sales.”