The Scottish Professional Football League and Molson Coors have unveiled a new partnership, designating Carling as the Official Beer of the SPFL for the ensuing three seasons.
This agreement, which will extend until at least the conclusion of the 2026/27 season, will see the Carling brand prominently featured during league matches and in every stage of the Premier Sports Cup. Additionally, it will present numerous opportunities for supporters of all SPFL teams to engage.
Lee Willett, the Carling brand director at Molson Coors Beverage Company, stated, “Carling is the lager brand that consumers most frequently link with football. Thus, we are elated to announce our partnership with the SPFL. We are dedicated to backing the beautiful game at every tier in Scotland and across the UK. This encompasses providing local clubs with an opportunity to obtain new team kits through our Grassroots Goals initiative in conjunction with Umbro, and now facilitating clubs and fans to relish the nation’s premier competitions via this new partnership. We are eager to stand beside Scottish football fans in the forthcoming seasons.”
Neil Doncaster, the SPFL group chief executive, remarked, “It is splendid news to welcome Molson Coors and Carling as an official partner of the SPFL. Carling has a profound history of championing Scottish Football, and this new alliance with such a esteemed UK brand arrives at an opportune moment for the league and our member clubs. We are highly anticipating collaborating with the Carling team for the next three seasons and, ideally, beyond.”
This partnership represents the latest commercial accord attained for the SPFL by the Scottish Football Marketing enterprise. Brendan Napier, its commercial director, said, “Carling is a brand that is synonymous with football in this country and has a protracted and distinguished track record of uniting communities and supporters on matchdays. With this in mind, we believed Carling and their proficient broader team constituted the ideal partners for us at the SPFL. We are extremely eager to commence the new partnership, one that will further augment the SPFL viewing experience in pubs, bars, and households throughout the nation.”
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