Carling has announced that it has agreed a two-year-deal to become the exclusive sponsor of Clydesdale Bank Scottish Premier League coverage being broadcast across Sky Sports and ESPN.
The deal will run until the end of the 2011/12 season, beginning on 14 August with live coverage of Inverness Caledonian Thistle V Celtic on Sky Sports 4 and has been brokered between BSkyB’s media sales arm Sky Media and ZenithOptimedia.
The sponsorship deal will see Carling sponsor 60 Scottish Premier League games each season – which will be divided equally between the two broadcasters with idents for the brand appearing at the opening and closing sequences of live game coverage, and at the beginning and end of each commercial break, as well as across approximately 3,000 on-air promotions through out the season.
Online coverage of the SPL by both networks will also feature the Carling brand.
Paul Miller, director of Sales Molson Coors Scotland, said: “For a brand which is as passionate about football as the fans are, the Scottish Premier League is a fantastic platform for sharing the highs and the lows of the beautiful game. We are thrilled to be working with Sky and ESPN and to have the opportunity to share the exhilarating experiences of the coming season, with hundreds of thousands of football fans across Scotland, through this partnership.
“This sponsorship is another step forward in our plan to increase our marketing investment with the aim of stimulating the performance of the beer category, and supporting our customers through difficult times. SPL games provide a key opportunity for our customers and we will be announcing an exciting range of marketing and promotional initiatives to help them maximise their sales.”
Last week, Carling announced that it had agreed a four year sponsorship deal with the Scottish Football Association.