SPFL draws backlash after signing three-year Carling deal

The Scottish Professional Football League (SPFL) has signed a new partnership with brewing company Molson Coors that designates Carling as its official beer.

As per the three-year agreement, which runs until the end of the 2026/27 season, the beer brand will receive promotion at all league matches across Scotland’s top four tiers, as well as during the Premier Sports Cup domestic knockout tournament.

The company will additionally lead fan activations with SPFL clubs over the next three seasons.

Carling, which is also a partner of the FA Cup, previously served as the main shirt sponsor of Scottish football giants Celtic and Rangers from 2003 until 2011 and 2010 respectively.

The SPFL has received backlash from the Scottish Health Action on Alcohol Problems (SHAAP) following the announcement of the new deal.

Recent research led by the SHAAP found that 1,277 people had died from conditions caused by alcohol since 2023, the highest figure in 15 years.

Peter Rice, Interim Chair at the SHAAP, said, “The SPFL are showing how out of step they are by signing a deal to mass market a lager brand to football fans.

“All the evidence shows that the more we are exposed to mass marketing of this sort, the more alcohol is consumed and therefore the more damage to our health is done.

“And right now Scotland is in the grip of an alcohol public health crisis that needs to be addressed – encouraging people to consume more is not the answer.”

He continued, “Instead of relying on health harming industries for money, it really is time for sporting authorities such as the SPFL to make a break with the past, aim a bit higher, and broker sponsorship deals with industries that do not harm the health and wellbeing of the very fans they should be looking out for.”

Neil Doncaster, Group Chief Executive at the SPFL, said, “It is fantastic news to welcome Molson Coors and Carling as an official partner of the SPFL.

“Carling has a rich history of supporting Scottish football and this new association with such a respected UK brand comes at an exciting time for the league and our member clubs.

“We are very much looking forward to working with the Carling team for the next three seasons and, hopefully, beyond.”

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