UK beer brand Carling will remain a sponsor of English soccer’s men’s and women’s FA Cup knockout competitions for another two seasons after renewing its contract.
Through the extended agreement, Carling will continue as the official beer partner of the competitions until 2027.
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The brand will also be rolling out promotional activity as part of fan engagement initiatives.
The announcement comes after last weekend’s Women’s FA Cup first round proper got underway and ahead of the men’s FA Cup first round this weekend.
Carling initially struck a three-year deal with the Football Association in 2023, replacing Budweiser, the AB-InBev-owned beer brand, which previously held the category rights for the FA Cup.
That agreement represented a return to English soccer for Carling, continuing its long presence in the domestic game, having previously served as the first title sponsor of the top-tier Premier League, a role it fulfilled for eight seasons from 1993 to 2001.
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By GlobalDataThe brand then became the title sponsor of the League Cup between 2003 and 2012, before returning as the Premier League’s official beer partner in a three-year agreement struck ahead of the 2016-17 campaign.
Title sponsors for the men’s and women’s FA Cups are Emirates Airlines and computer software company Adobe, respectively. The FA renewed its long-running deal with Emirates last year until 2028, while Adobe signed a three-year contract in 2023 that will expire at the end of this season.
