Carling becomes official beer partner of the Emirates FA Cup and Vitality Women’s FA Cup

Carling, the U.K.’s top-selling lager, was named the official beer partner of the Emirates FA Cup and Vitality Women’s FA Cup through at least 2025, the brand said today.

As part of the partnership, which kicks off ahead of the fourth round of the men’s and women’s competitions this weekend, Carling will roll out promotions and other activations throughout the remainder of this season’s competitions. The first major push is expected in March, when Carling is slated to launch an on-pack promotion offering drinkers a chance to win Emirates FA Cup final tickets and other prizes.

Carling 18-pack promo

The Football Association Challenge Cup, more commonly known as the FA Cup, is an annual knockout soccer competition that spans every level of the game in the U.K., including non-league clubs and the top-flight professional clubs that play in the English Premier League. First played during the 1871-1872 season, the competition is the oldest national football competition in the world and is played concurrently with regular league play. Winners receive the FA Cup trophy and qualify for the UEFA Europa League.

Carling’s partnership continues its legacy of supporting English football. The brand most recently partnered with talkSPORT, sponsoring the media company’s coverage of the World Cup.

“We firmly believe the beautiful game should be open to everyone, which is why this is a perfect partnership,” says Lee Willett, brand director for Carling. “Sporting occasions are a massive opportunity for our customers to drive sales and fans have the competitions’ rounds earmarked in their calendars. We’ll be helping our customers to capitalize on the excitement it generates.”

Navin Singh, the FA’s commercial director, said the competition looks forward to working closely with Carling, noting that the partnership will “help to provide vital investment across all levels of the Emirates FA Cup and the Vitality Women’s FA Cup.”