Scottish soccer’s SPFL league organizing body has today announced a new partnership with Molson Coors, the North American brewing giant through the end of the 2026-27 season.

Under the three-year agreement, the company’s UK beer brand Carling will serve as the official beer of the SPFL.

The partnership will see the Carling brand represented at league matches and every round of the Premier Sports Cup.

Carling’s activation will also include fan engagement opportunities for supporters from across the SPFL.

Neil Doncaster, SPFL Group chief executive, has said: “Carling has a rich history of supporting Scottish football and this new association 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 partnership is the latest commercial agreement secured for the SPFL by the Scottish Football Marketing venture.

It follows the record title sponsorship deal agreed with sports betting firm 888’s William Hill brand in June - understood to be worth as much as £10 million ($13 million).

The SPFL, on Friday, also announced record turnover for the 2023-24 fiscal year, generating £44.3 million, an increase of £2.4 million on the 2022-23 figure.

The deal with Carling gives the brand a presence in Scottish soccer again after previously serving as the front-of-shirt sponsor for Glasgow giants Celtic and Rangers simultaneously between 2003 and 2010.

Last year, Carling made a return to English domestic soccer after signing up as a sponsor of the men’s and women’s FA Cup knockout competitions.