Carling is launching a new interactive ‘On The Ball’ competition this week which will run until 18 May to coincide with the last stages of the Emirates FA Cup.
Competition QR codes will be displayed at 9,500 UK venues so that players can access the ‘On the Ball’ trivia platform where they will answer ten Emirates FA Cup-themed questions for a chance to win prizes including Emirates FA Cup semi-final and final matchday tickets, stadium tours and football-themed vouchers
As part of Carling’s partnership with the Emirates FA Cup and Adobe Women’s FA Cup, the new platform builds on the success of the brands’ ‘Score with Carling’ promotion in 2024, which was played 36,000 times.
Lee Willett, Carling Brand Director at Molson Coors Beverage Company, said, “Carling is proud to support football at every level – that’s why we’re the lager brand consumers most commonly associate with the beautiful game.
“This campaign is about celebrating Carling’s football heritage and the history of the world’s oldest national football tournament. In bringing together clubs from across the football pyramid, the Emirates FA Cup creates truly unique sporting moments, and the final stages present a massive opportunity for our customers to drive sales.”
Carling has also created a range of point-of-sale materials for on-trade operators to display in their venues, including posters, bar stand-ups and tent cards. To boost brand awareness around the tournament and help venues drive sales, Carling is also sponsoring TalkSport’s coverage of the Emirates FA Cup and Adobe Women’s FA Cup.
Carling has moved to strengthen its ties to football in recent years through sponsorship deals with the Football Association of Wales (FAW), Scottish Professional Football League (SPFL) and a host of top clubs including Newcastle, Nottingham Forest and Everton. It is also supporting local football clubs up and down the country through its ongoing Grassroots Goals initiative, in partnership with Umbro, by giving them the opportunity to win prizes including new team kits throughout the course of the year.