Carling has become TalkSport’s official headline radio broadcast partner during the World Cup.

The partnership sees Carling correspondents report from bars and pubs across the UK during home nations fixtures. The brand is also sponsoring TalkSport’s daily roundups, half-time highlights and online content.

It is also hosting a weekly feature, ‘Shirt tales’, in which guest stars discuss their favourite World Cup kits.

Additionally, as part of its ongoing partnership with mental health charity CALM, TalkSport will present the Carling x CALM Mental Health Show.

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Lee Willett, brand director at Carling, said: “Excitement ahead of this winter is already sky high and Carling’s long association with football makes it the perfect partner to TalkSport’s World Cup coverage. We’ll be looking to create a buzz ahead of the tournament and soak up the excitement in pubs and bars as part of our coverage once the tournament is underway.

“We also recognise an opportunity to use the popularity of the tournament, and the reach of TalkSport and Carling, to start conversations around important issues beyond football. We’re proud to work closely with CALM and we hope our Mental Health Show will encourage more people to talk about their mental health during the tournament and beyond.

“The high-profile partnership will ensure we maintain Carling’s position as the go-to lager brand during the football and keep it front of mind for consumers throughout the tournament.”

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