Carling "inked in an expansion to its partnership with HSE Cake," with the agency now responsible for partnership strategy and activation, experiential, PR and social media in the U.K. and globally, according to John McCarthy of THE DRUM. In a decade-long partnership, HSE Cake "built on the previous creative, including the Cold Beer Amnesty to London's first ever 24-hour live music event, to most recently inking a three-year partnership with the Premier League running from June 2016 as Official Beer of the Premier League." HSE Cake CEO Adrian Pettett said, "Having been a proud part of the Molson Coors family for 15 years, we’re honored to become Carling’s lead partnership agency. We’ve enjoyed countless award-winning campaigns together with Carling by focusing on entertaining people, and are now looking forward to helping them take the brand onto another level through their world-class football and music partnerships." HSE "will also manage the beer brand’s relationship with Universal Music Group as a continuation of its music-based rewards scheme" (THE DRUM, 7/21).