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Carling Football Sports Marketing

Carling partners with Sky Sports to launch new Friday night football show


By Tony Connelly, Sports Marketing Reporter

August 17, 2016 | 3 min read

Carling is building on its Premier league sponsorship with the launch of a new Friday night football show which will air across Sky Sports television channels and its digital platforms.

Carling Sky Sports show

Carling Sky Sports show

The ‘Carling In Off The Bar’ show will be hosted by Soccer AM’s Adam Smith and Laura Woods and will complement Sky Sports’ new Friday Night Premier League coverage.

The programme will feature celebrity guests and challenges and will offer viewers an entertaining look back on the week in football along with alternative analysis on that evening’s game.

It will be comprised of two parts, the first being a 6pm slot before the Friday night game which will air across all of Sky’s digital platforms including the Sky Sports social media channels. This will be accompanied by a post-game programme on Sky Sports 1 at 10.45pm.

Carling will leverage the partnership with Sky Sports and the Premier League across its social feeds with live behind-the-scenes content and interviews, show highlights, Premier League ticket giveaways and football-related challenges.

Jim Shearer, Carling’s brand director for Molson Coors, said the new show would provide an “opportunity to keep the stories going once the final whistle blows.”

Sky Sports’ head of football, Gary Hughes, added: “‘Carling In Off The Bar’ will complement our main Friday Night Football coverage perfectly and by partnering with Carling we can create a show that gives groups of mates another reason to get together on a Friday night and follow the game in the way that suits them.”

As part of its 126 live fixtures Sky Sports partnered with Bet365 and Nissan who each sponsor different match days, with Bet365 sponsoring the Friday and Monday fixtures and Nissan taking the weekend games.

The Premier League has racked up a number of sponsors in what is the first season of its title-free rebrand. Nike, Tag Heuer and EA Sports were among the first partners to sign up to the League’s new sponsorships structure with Carling announcing its three year partnership in May.

The partnership between Carling and Sky Sports was brokered by Sky Media and media agency, Zenith with HSE Cake, Carling’s partnership, PR, experiential and social media agency. HSE Cake is leading the partnership with creative direction from Creature of London.

Carling Football Sports Marketing

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