Carling will serve as the official beer of the SPFL for the next three seasons. (Credit: SPFL)

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.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

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.

See Also:

“We are very much looking forward to working with the Carling team for the next three seasons and, hopefully, beyond.”

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

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.