Carling has teamed up with talkSPORT to become the headline sponsor of talkSPORT’s coverage of the World Cup. The sponsorship covers 56 games during the tournament and it will see correspondents report from pubs and bars across the UK during home nations fixtures, which will be broadcast on air, as they gauge the thoughts of fans and soak up the atmosphere.
The brand will also sponsor talkSPORT’s daily roundups, half-time highlights and online content, as well as hosting a weekly feature, ‘Shirt Tales’, which will see guest stars discuss their favourite iconic World Cup kits.
And as part of Carling’s ongoing partnership with mental health charity the Campaign Against Living Miserable, or CALM, talkSPORT will present the Carling x CALM Mental Health Show. Legends including Stuart Pearce, Keira Walsh and Karen Bardsley will discuss the pressure of dealing with the highs and lows of international football, and the importance of starting conversations about mental health amongst friends and families.
Lee Willett, Brand Director at Carling, said: “Excitement ahead of this winter is already sky high and Carling’s long association with football makes it the perfect partner to talkSPORT’s World Cup coverage. The high-profile partnership builds further on Carling’s football roots and keeps it front of mind for consumers throughout the tournament.”
“We also recognise an opportunity to use the popularity of the tournament, and the reach of talkSPORT and Carling, to start conversations around important issues beyond football. We’re proud to work closely with CALM and we hope our Mental Health Show will encourage more people to talk about their mental health during the tournament and beyond.”
George Mardle at talkSPORT said: “Carling is such a natural partner for our World Cup coverage – we know it’s popular with fans across the country and is rooted in British football heritage. We’ll be looking to create a buzz ahead of the biggest matches and soak up the excitement in pubs and bars across the UK.”