The Scottish Professional Football League (SPFL) has entered a new partnership with Molson Coors, the Canadian-American multinational brewing company, in a deal that will see its flagship beer brand, Carling, become the official beer of the league.
This collaboration, which will run until the end of the 2026-27 season, includes Carling branding across SPFL matches and the Premier Sports Cup, enhancing visibility at key events. The agreement will also introduce interactive initiatives for football supporters, aiming to deepen fan engagement with the league.
Lee Willett, Carling’s Brand Director at Molson Coors Beverage Company, expressed excitement about the partnership. “Carling is the lager brand most commonly associated with football, so we are thrilled to announce our partnership with the SPFL. We’re committed to supporting the beautiful game at every level in Scotland and the UK. This includes initiatives like our Grassroots Goals campaign with Umbro, providing clubs with opportunities to win new kits, and now through our new collaboration with the SPFL. We are eager to join Scottish football fans over the coming seasons.”
SPFL Group Chief Executive, Neil Doncaster, welcomed the deal, highlighting Carling’s long-standing connection to Scottish football. “It is fantastic news to have Molson Coors and Carling as an official partner of the SPFL. Carling has a rich history of supporting the game in Scotland, and this new partnership comes at an exciting time for our league and member clubs. We look forward to working closely with the Carling team over the next three seasons, and hopefully beyond.”
The deal is the latest commercial agreement secured by the Scottish Football Marketing enterprise, further strengthening the league’s corporate partnerships.
Brendan Napier, Commercial Director of Scottish Football Marketing, added, “We are proud to welcome Carling as the Official Beer partner of the SPFL. Carling is a brand synonymous with football in Scotland, known for connecting communities and supporters on matchdays. We felt that Carling and their team were the ideal partners for us at the SPFL. We are excited to start this new partnership, which will enhance the SPFL experience for fans in pubs, bars, and homes across the country.”
The partnership underscores Carling’s ongoing dedication to football and its fan base, as well as the brand’s efforts to engage with supporters across the UK.
