Menu
Marketing and Sponsorship

Carling Said To Pay $39M In English Premier League Beer Deal

In the ongoing battle for beer-drinking European football fans, Molson Coors’s Carling agreed to pay more than £27M ($39M) "to replace Carlsberg as the official beer partner" of the Premier League, according to Tariq Panja of BLOOMBERG. Sources said that the deal, announced Tuesday, is worth about £9M ($13M) per season for three years, "with a commitment from the company" to spend at least £3.6M more on marketing the relationship with the Premier League. Carling "will still have to compete for pouring rights in Premier League soccer stadiums; perimeter advertising will also cost extra." At £9M per season, Carling "will pay as much as Barclays Plc., which was the Premier League’s title sponsor for decades" at £40M ($57.9M) per season; it remains the league’s official bank at a much smaller cost. Watchmaker TAG Heuer is paying about £5M ($7.2M) per season "as the league’s first official timekeeper." Spokespeople for the Premier League and Molson Coors "declined to comment on the value of the beer sponsorship." Carlsberg Marketing VP Mikkel Pilemand said that Carlsberg, which is a sponsor of the 2016 European Championships, is "focusing on other football-related investments." He said, "We are continuing with other commercial football partnerships such as Liverpool, Tottenham and national teams, and stay committed to the sport and our role overall in football" (BLOOMBERG, 5/4).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2016/05/05/Marketing-and-Sponsorship/Carling-EPL.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2016/05/05/Marketing-and-Sponsorship/Carling-EPL.aspx

CLOSE