The Scottish Professional Football League (SPFL), the national men’s association football league in Scotland, has announced a partnership with the Canadian-American multinational drink and brewing company, Molson Coors.
As part of the deal, Carling, Molson Coors’ top beer brand, has been named the official beer of the Scottish Professional Football League.
The collaboration will last at least until the conclusion of season 2026-27, with the Carling brand displayed at league matches and every round of the Premier Sports Cup.
Carling’s commitment will also include a variety of engaging activities for supporters around the SPFL to participate in.
Lee Willett, Carling Brand Director at Molson Coors Beverage Company, said, “Carling is the lager brand consumers most commonly associate with football* so we are thrilled to be able to announce our partnership with the SPFL. We’re committed to supporting the beautiful game at every level here in Scotland and across the UK. That includes giving local clubs a chance to win new team kits through our Grassroots Goals initiative in partnership with Umbro, and now helping clubs and fans enjoy the country’s biggest competitions through this new partnership. We can’t wait to stand alongside Scottish football fans for the upcoming seasons.”
Neil Doncaster, SPFL Group Chief Executive, commented, “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.“
The association is the SPFL’s newest commercial deal with the Scottish Football Marketing enterprise.
Brendan Napier, Commercial Director of Scottish Football Marketing, said, “We are really proud to welcome Carling as the Official Beer partner of the SPFL. Carling is a brand that is synonymous with football in this country and has a long and illustrious record of connecting communities and supporters on matchdays. With that, we felt Carling, and their talented wider team, represented the perfect partners for us here at the SPFL. We are looking forward immensely to kick-starting the new partnership; one that will further enhance the SPFL viewing occasion in pubs, bars and homes around the country.”
