The Premier League has added Carling to its growing sponsorship portfolio in a new deal that will see the alcohol giant return to the forefront of football sponsorship.
Following the announcement that from next season the Barclays Premier League will drop its title sponsor in favour of a clean brand strategy a number of brands including Nike, Tag Heuer, EA Sports and Barclays have been quick to partner with the world's most illustrious football league.
Carling is the latest brand to side with the new-look Premier League after announcing a new three year deal that will see the UK's largest beer brand sponsor England's top flight until the end of the 2018/19 season.
The move will build on the Molson Coors-owned brand's long standing relationship with the footballing world, having been the first ever title sponsor of the Premier League for eight seasons running from 1993 to 2001, and the title sponsor of the Carling Cup for nine seasons from 2003 to 2012.
The partnership also builds on the relationship between Molson Coors and Sky, who together offer subscription discounts to pubs and bars stocking Molson Coors drinks brands.
Discussing the partnership Carling's brand director for Molson Coors, Jim Shearer, said: " This exciting partnership will allow Carling to simultaneously champion pubs and bars via access to the nation’s favourite sport, whilst supporting growth within the off-trade by providing shoppers access to a range of brilliant Premier League assets.
“Together with our large network of pubs and retailers, we’ll be finding ways to use our unique access to the Premier League, alongside our existing partnership with Sky, to give Carling drinkers more reasons to get together and keep the stories going long after the final whistle has blown.”
The Premier League's managing director, Richard Masters, added that Carling had " some exciting plans for engaging fans in pubs and homes across the country and their track record of sponsoring top level football, including the Premier League itself, will make them a great fit as our Official Beer Partner.
“The compelling football put on by our clubs this season is providing a fantastic platform for the League to take forward its new sponsorship strategy.”
Carling will unveil more details of its campaign in association with the Premier League around the start of the 2016/17 season.