Carling has reaffirmed its long-standing connection with English football by extending its partnership with The Football Association (FA) as the official beer partner of both the Emirates FA Cup and the Adobe Women’s FA Cup until 2027.
The renewed agreement, first established in 2023, deepens Carling’s association with two of the nation’s most historic and culturally significant football competitions. It will see the Molson Coors-owned brand continue to activate across multiple fan touchpoints, including nationwide promotions, branded packaging, digital campaigns, and in-venue experiences designed to bring supporters closer to the action.
As part of its ongoing commitment, Carling will build on the success of its Could It Be Magic podcast, hosted by former England internationals Joe Cole and Ashley Cole, which reached more than 33 million fans. The brand also plans to expand its on-trade and retail activations across pubs and supermarkets, offering fans exclusive opportunities to win tickets to key fixtures, including the iconic finals at Wembley Stadium.
The FA has welcomed the continuation of the partnership, emphasising the value of Carling’s investment in both the men’s and women’s games. The inclusion of the Adobe Women’s FA Cup in the extended agreement reflects the growing commercial strength of women’s football and aligns with The FA’s long-term vision to accelerate its growth and visibility.
While the financial terms of the deal remain undisclosed, the multi-year extension provides long-term stability for The FA’s marquee competitions and reinforces Carling’s position as one of British sport’s most recognisable partners.
The partnership will run through at least the 2026–27 season, ensuring Carling’s presence across a new era of FA Cup storytelling, one that connects fans through shared heritage, community spirit, and the enduring magic of knockout football.
