Carling extends partnership with Emirates FA Cup and Adobe Women’s FA Cup
The FA and Carling have extended their partnership to continue as the official beer partner of the Emirates FA Cup and Adobe Women’s FA Cup, a deal that has been secured until at least 2027.
The agreement has built on the partnership launched in 2023, during which Carling, brewed by Molson Coors Beverage Company, has delivered nationwide activations across pubs, bars, supermarkets, and match venues.
Promotional activity has included the ‘Could it be Magic’ podcast, hosted by Joe Cole and Ashley Cole, which has reached over 33 million listeners since its launch. Carling has also sponsored talkSPORT coverage, run interactive games and prize promotions, and facilitated fan experiences with footballing figures such as Dion Dublin, Stuart Pearce, and Ellen White.
More than 100 million Carling packs have carried the partnership branding, offering fans chances to win tickets to the finals at Wembley Stadium through the Carling Box initiative. A tour of the Emirates FA Cup and Adobe Women’s FA Cup trophies across UK supermarkets has allowed supporters to engage with the competitions up close.
The extension coincides with the start of the 2025/26 tournaments, following last weekend’s Adobe Women’s FA Cup first round proper and ahead of this weekend’s Emirates FA Cup first round proper.
The partnership reflects Carling’s ongoing involvement in English football, connecting fans at all levels of the game. The FA and Carling have indicated that promotional activity and fan engagement initiatives will continue to expand over the coming seasons, aligning with the increasing popularity of both men’s and women’s domestic cup competitions in the UK.
