The collaboration was announced ahead of the fourth round of both the men’s and women’s contests, which will take place on Saturday, January 28, 2023.
The lager brand will roll out a marketing strategy all across the duration of this season’s tournaments as a part of the agreement which will operate until at least 2025, to produce even further enthusiasm among fans.
It appears to follow recent football-themed campaign exercises leading up to and during the winter World Cup, such as a limited-edition shirt giveaway and collaboration with Talksport’s tournament coverage.
Lee Willett, Carling Brand Director, Molson Coors Beverage Company, said, “We firmly believe the beautiful game should be open to everyone, which is why this is a perfect partnership. The FA Cup spans every level of the game, from non-league to Premier League, and we’re delighted to be supporting both the men’s and women’s competitions.
“Sporting occasions are a massive opportunity for our customers to drive sales and fans will have the competitions’ rounds earmarked in their calendars. We’ll be helping our customers to capitalise on the excitement it generates and drive more footfall in their stores.”