Everton have signed a partnership agreement with leading UK brewer Molson Coors to provide Carling, the UK's number one beer, at Goodison Park from the start of the 2017-18 season.
The multi-year partnership with Molson Coors will see the brewing company have exclusive pouring rights at Goodison Park and enjoy prominent branding at Everton's home league and domestic cup matches. Carling lager will be available in bottle and draught from all kiosks within Goodison Park for the Blues' last pre-season friendly fixture against Sevilla on Saturday 6 August.
Carling's new partnership with the Blues is the latest in its long-standing association with football. Carling was the first ever title sponsor of the Premier League, which it held for eight seasons from 1993 to 2001, before returning as its Official Beer Partner at the start of the 2016-17 season. Carling was also the title sponsor of the Carling Cup for nine seasons from 2003 to 2012. Through its partnership with the Premier League, Carling is aiming to maximise its increasing relevance and connection with football and mainstream lager drinkers.
Alan McTavish, Head of Commercial at Everton, said: “We're delighted to be partnering with such an iconic British brand in Carling, as they become the Club's Official UK Beer Partner.
“At Everton, we take great pride in building long-lasting relationships with our partners and are committed to ensuring they achieve the maximum value from their association with the Club in the coming years.”
Jim Shearer, Carling Brand Director, said "We're delighted to be teaming up with a club of Everton's stature — and if the current transfer window is anything to go by we're in for a very exciting season. Everton are a real community club and through our network of pubs in and around Merseyside we'll be looking to create long-lasting relationships with fans.
"From activations at Goodison Park, to fan experiences in pubs, we'll use our partnerships with the Premier League and Sky to help bring fans closer to the action throughout the 2017-18 season.”
Carling is the Official Beer Partner of the Premier League and has an ever-growing portfolio of iconic British partnerships, including Universal Music Group and Sky. These partnerships are designed to unlock genuine value across the on and off-trade, increasing engagement with the Carling brand through consumer rewards and driving engagement with consumers to encourage loyalty.
Reader Comments (51)
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1 Posted 27/07/2017 at 17:11:05
2 Posted 27/07/2017 at 17:24:07
3 Posted 27/07/2017 at 17:33:04
Those who were complaining about Chang will now have something more to complain about.
4 Posted 27/07/2017 at 17:49:26
5 Posted 27/07/2017 at 18:05:38
6 Posted 27/07/2017 at 18:15:38
Just the thought of it makes me feel sick.
8 Posted 27/07/2017 at 19:28:02
9 Posted 27/07/2017 at 19:41:42
10 Posted 28/07/2017 at 01:43:33
11 Posted 28/07/2017 at 01:55:39
12 Posted 28/07/2017 at 15:39:37
14 Posted 29/07/2017 at 06:45:52
Heineken is worse.
15 Posted 29/07/2017 at 07:15:11
But this monopolization of beers at games is disgraceful, with zero respect to fans. What happened to open market, the most popular beers being available?
I don't really like lager, more of a Real Ale fan... would it be so financially damaging to support local breweries and sell their beers?
Christ, £45 Million for a midfielder okay, but lose a couple of mill in sponsorship money from some godawful international brewery? Heavens forbid.
And If you are gonna have some lager monopolize the market, at least make it a decent one (5% abv, pure malt, some noticeable presence of hops).
16 Posted 29/07/2017 at 07:45:13
I'm with you on the real ale but I guess there's not enough places around that sell it to warrant a Premier League sponsorship deal.
As for local beers, Higson's shut down years ago, didn't it?
17 Posted 29/07/2017 at 07:56:44
18 Posted 29/07/2017 at 08:30:20
19 Posted 29/07/2017 at 08:31:20
20 Posted 29/07/2017 at 08:52:18
Meanwhile, Spurs are building a micro brewery into their new stadium, at least they have some respect for their fans.
I wonder who the hell made this awful decision, surely it had to be one of that accursed breed an accountant or possibly some non-alchohol drinking religious fanatic out to destroy civilised society.
21 Posted 29/07/2017 at 09:25:24
22 Posted 29/07/2017 at 09:25:37
23 Posted 29/07/2017 at 10:06:33
24 Posted 29/07/2017 at 10:45:05
It may not be to your personal taste but isn't it the official beer of the Premier League? Perhaps we are aligning ourselves with key brands now.
Sometimes I think the club is on a hiding to nothing. And I tell you what that Chateau d'Yquem that they serve in the Park End is piss water.
25 Posted 29/07/2017 at 10:53:08
26 Posted 29/07/2017 at 11:00:20
My local Waterford United were once sponsored by Hoffman's Lager. Chang, Carling or Harp taste like liquid gold compared to that stuff, not to mention the hangover you would get after more than 2 pints of it.
27 Posted 29/07/2017 at 11:34:13
This is the downside of our new, improved(?) marketing... there may be others.
28 Posted 29/07/2017 at 13:23:18
Sheedy Red Ale
Kanchelskis Russian Imperial
Kendall Pale Ale
And so on
30 Posted 29/07/2017 at 17:37:09
31 Posted 29/07/2017 at 18:16:19
I find the taste of the regional UK real ales much better than the craft beers, for example I drink Old Speckled Hen or Green King IPA in Pattaya. The US style craft beer IPA tastes nothing like UK IPA.
32 Posted 29/07/2017 at 18:53:35
It'll save me a fortune at half-time!
33 Posted 29/07/2017 at 22:12:20
However, in all good conscience we should produce a leaflet apologising to the visitors for the refreshments at the entrance to their turnstiles if we are to have a smidgen of ethical behaviour.
35 Posted 29/07/2017 at 22:29:17
36 Posted 29/07/2017 at 22:30:34
37 Posted 30/07/2017 at 04:26:20
38 Posted 30/07/2017 at 04:49:23
39 Posted 30/07/2017 at 06:26:37
To be honest, I don't go to football for the catering; can we go back to complaining about signings, lack of signings, that we're spending too much and simultaneously not enough and failing to smash every team as we put a new side together in preseason?
Roll on, kick off!
40 Posted 30/07/2017 at 08:05:31
And why would you drink a 5% drink to achieve drunkenness when you could have 40% spirits is beyond me.
41 Posted 30/07/2017 at 09:42:38
42 Posted 30/07/2017 at 09:55:36
43 Posted 30/07/2017 at 09:58:00
44 Posted 30/07/2017 at 17:18:48
45 Posted 30/07/2017 at 22:52:38
46 Posted 31/07/2017 at 15:35:30
47 Posted 01/08/2017 at 18:59:56
Tottenham's new stadium is also to include a micro brewery I think as well.
48 Posted 01/08/2017 at 19:01:02
49 Posted 01/08/2017 at 19:05:41
I only once had a pint of Chang... and that was bought for me. Surely nothing could be worse than that shite.
50 Posted 01/08/2017 at 19:19:35
51 Posted 01/08/2017 at 19:21:19
52 Posted 02/08/2017 at 06:31:27
Not viable, I'm afraid.
You wouldn't get past security with the hammer and rusty six-inch nail that you need to open it.
53 Posted 02/08/2017 at 09:25:07
54 Posted 02/08/2017 at 12:48:13
I hark back to last decade when they had Budweiser on draught, that was rocket fuel and actually tasted okay.
Next came the piss that was Chang, but at least that was quite strong.
Now we are reduced to piss... weak piss at that!!
55 Posted 02/08/2017 at 13:27:10
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