Carling has become the official beer partner of the Emirates FA Cup and Vitality Women’s FA Cup.

As part of the partnership, which will run until at least 2025, the UK’s top-selling lager brand will roll out promotional activity alongside the remainder of this season’s cup fixtures.

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Lee Willett, Carling brand director at Molson Coors Beverage Company, said: “Sporting occasions are a massive opportunity for our customers to drive sales and fans will have the competitions’ rounds earmarked in their calendars.

“We’ll be helping our customers to capitalise on the excitement it generates and drive more footfall in their stores.”

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