Carling, which stepped down as the FA Premiership’s title sponsor at the end of last season, has announced a &£5m “Forever Football” programme to replicate its eight-year association with the sport.
Carling has identified a network of football clubs, including Arsenal and Manchester United, that it will continue its association with. They were approached following the company’s own research into media exposure, footballing performance and supporters of Premiership teams.
Eight clubs have signed up. The new deals will include Carling’s logo being used on TV-facing perimeter boards, programme page advertising and presence on interview back-drop boards. Carling will also be the official beer supplier for the clubs. A number of “rights” and “opportunities” are also set to be announced as the season progresses to “bring fans closer to their chosen clubs”.
Community initiatives and below-the-line promotional campaigns across pubs and supermarkets using the “Football Forever” logo will also be used.
Bass marketing director Mark Hunter says: “We’ve worked hard over recent years to make Premiership football more enjoyable for the fans. “It’s now time to move on from sponsoring the league and work with key clubs.”
Barclaycard agreed a &£48m three-year global title sponsorship deal with the Premiership in April.