Everton partners with Carling for 2017-18

Thursday, 27 July, 2017 51comments  |  Jump to most recent

Everton have signed a partnership agreement with leading UK brewer Molson Coors to provide Carling, the UK's number one beer, at Goodison Park from the start of the 2017-18 season.

The multi-year partnership with Molson Coors will see the brewing company have exclusive pouring rights at Goodison Park and enjoy prominent branding at Everton's home league and domestic cup matches. Carling lager will be available in bottle and draught from all kiosks within Goodison Park for the Blues' last pre-season friendly fixture against Sevilla on Saturday 6 August.

Carling's new partnership with the Blues is the latest in its long-standing association with football. Carling was the first ever title sponsor of the Premier League, which it held for eight seasons from 1993 to 2001, before returning as its Official Beer Partner at the start of the 2016-17 season. Carling was also the title sponsor of the Carling Cup for nine seasons from 2003 to 2012. Through its partnership with the Premier League, Carling is aiming to maximise its increasing relevance and connection with football and mainstream lager drinkers.

Alan McTavish, Head of Commercial at Everton, said: “We're delighted to be partnering with such an iconic British brand in Carling, as they become the Club's Official UK Beer Partner.

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“At Everton, we take great pride in building long-lasting relationships with our partners and are committed to ensuring they achieve the maximum value from their association with the Club in the coming years.”

Jim Shearer, Carling Brand Director, said "We're delighted to be teaming up with a club of Everton's stature — and if the current transfer window is anything to go by we're in for a very exciting season. Everton are a real community club and through our network of pubs in and around Merseyside we'll be looking to create long-lasting relationships with fans.

"From activations at Goodison Park, to fan experiences in pubs, we'll use our partnerships with the Premier League and Sky to help bring fans closer to the action throughout the 2017-18 season.”

Carling is the Official Beer Partner of the Premier League and has an ever-growing portfolio of iconic British partnerships, including Universal Music Group and Sky. These partnerships are designed to unlock genuine value across the on and off-trade, increasing engagement with the Carling brand through consumer rewards and driving engagement with consumers to encourage loyalty.


Reader Comments (51)

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Terence Tyler
1 Posted 27/07/2017 at 17:11:05
Great, 6 pints in the Winslow and 2 more in the ground. Love it
Jermaine Jennings
2 Posted 27/07/2017 at 17:24:07
Terrible, one of the worst beers to have at a stadium. I for one will not be drinking in the stadium. Arsenal serve the same and no-one drinks it; they don't sell.
Eric Myles
3 Posted 27/07/2017 at 17:33:04
The only beer I can't drink, it makes my sick after one can.

Those who were complaining about Chang will now have something more to complain about.

Richard Reeves
4 Posted 27/07/2017 at 17:49:26
Possibly the worst beer in the world.
Antony Matthews
5 Posted 27/07/2017 at 18:05:38
Eric . Carlsberg is probably the worst beer in the world. Has any EvertonIan drunk any since they sponsored the Shite? I know I haven't!
John Audsley
6 Posted 27/07/2017 at 18:15:38
Fooking horrible stuff.

Just the thought of it makes me feel sick.


Paul Hewitt
8 Posted 27/07/2017 at 19:28:02
Anything is better than that Chang shite.
Alan McGuffog
9 Posted 27/07/2017 at 19:41:42
Is it not allowed to actually sell beer ? Does it have to be Europiss?
Gerry Morrison
10 Posted 28/07/2017 at 01:43:33
I had been boycotting it for years because of their association with the RS. Probably the easiest abstinence since I gave up caviar for lent because it is shite. Can't see myself drinking it just because they are connected to us now.
Nicholas Ryan
11 Posted 28/07/2017 at 01:55:39
'... leading UK brewer...' Molson Coors. Molson is Canadian, Coors is American, not much of a leading UK brewer!
Rob Baker
12 Posted 28/07/2017 at 15:39:37
Carling is the worst beer out there. This was a good opportunity to get a Craft Beet, like Brew Dog on board. Sadly, money talks, so will poor sales.
Eric Myles
14 Posted 29/07/2017 at 06:45:52
Anthony, since they stopped sponsoring the Red Shite, I've actually started to drink Carlsberg occasionally.

Heineken is worse.

Fran Mitchell
15 Posted 29/07/2017 at 07:15:11
Awful beer, and Eric, Heineken is far superior. Heineken is at least 100% malt grain, whilst Carling is a mix of malt, corn and rice.

But this monopolization of beers at games is disgraceful, with zero respect to fans. What happened to open market, the most popular beers being available?

I don't really like lager, more of a Real Ale fan... would it be so financially damaging to support local breweries and sell their beers?

Christ, £45 Million for a midfielder okay, but lose a couple of mill in sponsorship money from some godawful international brewery? Heavens forbid.

And If you are gonna have some lager monopolize the market, at least make it a decent one (5% abv, pure malt, some noticeable presence of hops).

Eric Myles
16 Posted 29/07/2017 at 07:45:13
Fran, I meant Carlsberg is better than Heineken, Carling is indeed awful.

I'm with you on the real ale but I guess there's not enough places around that sell it to warrant a Premier League sponsorship deal.

As for local beers, Higson's shut down years ago, didn't it?

Colin Metcalfe
17 Posted 29/07/2017 at 07:56:44
I read that a selection of craft ales will be sold at the new Spurs ground, now wouldn't that be nice at our shiny new stadium!
John G Davies
18 Posted 29/07/2017 at 08:30:20
As long as there is a plentiful supply of bitter for one or two TW patrons, all will be well.
Colin Glassar
19 Posted 29/07/2017 at 08:31:20
500 posts (minimum) I think.
Ron Sear
20 Posted 29/07/2017 at 08:52:18
They have actually managed to swap a crap, fairly unknown beer for a truly terrible famous 'beer'. The only way to drink Carling is if it is so cold you can't taste it. You should only give it to people that you really want to insult or loathe.

Meanwhile, Spurs are building a micro brewery into their new stadium, at least they have some respect for their fans.

I wonder who the hell made this awful decision, surely it had to be one of that accursed breed – an accountant or possibly some non-alchohol drinking religious fanatic out to destroy civilised society.

Simon Smith
21 Posted 29/07/2017 at 09:25:24
Could be worse They could try to bring Harp back. Younger drinkers may have to ask someone older about it!
Eugene Ruane
22 Posted 29/07/2017 at 09:25:37
In a word, piss.
Barry McNally
23 Posted 29/07/2017 at 10:06:33
Simon (#21), back in the day, we used to call that Harpic in Dublin.
David Graves
24 Posted 29/07/2017 at 10:45:05
For years, many have complained about Chang being a horrible drink but when the club does make the change it's claimed that the new beer is probably the second worst in the world. Some even claiming to have boycotted it due to its association with Liverpool – but wasn't that a completely different brand of lager??

It may not be to your personal taste but isn't it the official beer of the Premier League? Perhaps we are aligning ourselves with key brands now.

Sometimes I think the club is on a hiding to nothing. And I tell you what that Chateau d'Yquem that they serve in the Park End is piss water.

Phil Sammon
25 Posted 29/07/2017 at 10:53:08
I honestly can't believe people are still buying Carling, Carlsberg, Fosters up and down the country. Drink craft beer for a week and this stuff tastes like the dog piss it is.
Brian Hennessy
26 Posted 29/07/2017 at 11:00:20
Ahh, you lot are all spoilt.

My local Waterford United were once sponsored by Hoffman's Lager. Chang, Carling or Harp taste like liquid gold compared to that stuff, not to mention the hangover you would get after more than 2 pints of it.

Derek Thomas
27 Posted 29/07/2017 at 11:34:13
You couldn't pay me to drink it, because of the RS connection... and I'm not going to start now. Besides, it is total shite from a drinking point of view, yeah it's cold and wet but that's about it.

This is the downside of our new, improved(?) marketing... there may be others.

Fran Mitchell
28 Posted 29/07/2017 at 13:23:18
Indeed, why couldn't the club brew their own? A real Everton brew called 1878, each style named after a legend.

Dixie IPA
Sheedy Red Ale
Kanchelskis Russian Imperial
Kendall Pale Ale
And so on

Rudi Coote
30 Posted 29/07/2017 at 17:37:09
If you like it, buy it; if you don't... don't.


Eric Myles
31 Posted 29/07/2017 at 18:16:19
Phil (#25), I drink some 'craft beers' when I'm in HCMC and am not sold on them. Could be they are more US style that don't appeal to English taste buds but I've not had craft beers in UK, just your regular real ale.

I find the taste of the regional UK real ales much better than the craft beers, for example I drink Old Speckled Hen or Green King IPA in Pattaya. The US style craft beer IPA tastes nothing like UK IPA.

Peter Howard
32 Posted 29/07/2017 at 18:53:35
Bring back Higson's Double Top served in a cardboard cup.

It'll save me a fortune at half-time!

Ron Sear
33 Posted 29/07/2017 at 22:12:20
Carlsberg should be reserved for the visiting fans or increasing the torment of RS supporters only. Surely the Danes make a better beer than this rubbish or are they just taking the piss out of the Brits.

However, in all good conscience we should produce a leaflet apologising to the visitors for the refreshments at the entrance to their turnstiles if we are to have a smidgen of ethical behaviour.

Ian Warburton
35 Posted 29/07/2017 at 22:29:17
Carling is alright!!! There's worse shite out there to drink!!
Dennis Stevens
36 Posted 29/07/2017 at 22:30:34
Thankfully, I drink Real Ale so I never have to worry about not knowing the difference between Carling & Carlsberg – assuming there is any difference beyond the spelling of the name, of course!
Eric Myles
37 Posted 30/07/2017 at 04:26:20
Peter (#32), or the Higson's Party Seven so you won't have to leave your seat to get a beer the whole game.
Ronnie Pearce
38 Posted 30/07/2017 at 04:49:23
Old Peculier would do it for me. More or less describes me in two words and tastes great too!
Chris James
39 Posted 30/07/2017 at 06:26:37
I suppose you could y'know just not drink it? It's almost like people here are looking for any excuse to whinge – even creating erroneous problems.

To be honest, I don't go to football for the catering; can we go back to complaining about signings, lack of signings, that we're spending too much and simultaneously not enough and failing to smash every team as we put a new side together in preseason?

Roll on, kick off!

Michael Penley
40 Posted 30/07/2017 at 08:05:31
Who cares what it tastes like, everyone drinks beer because it gets you pissed. Otherwise you'd drink apple juice, which tastes better than anything poisoned with the ethanol.

And why would you drink a 5% drink to achieve drunkenness when you could have 40% spirits is beyond me.

Ian Jones
41 Posted 30/07/2017 at 09:42:38
Can anyone tell me what the connection is between Carling and Liverpool FC?
Eric Myles
42 Posted 30/07/2017 at 09:55:36
They won the Carling Cup in 2012 and lost in the final of 2016 Ian (#41)
Eric Myles
43 Posted 30/07/2017 at 09:58:00
Because Michael #40, drinking a pint of 40% spirits will get you wrecked whereas a couple of pints of 5% beer won't.
Dennis Stevens
44 Posted 30/07/2017 at 17:18:48
Ale is food.
Damian Wilde
45 Posted 30/07/2017 at 22:52:38
Awful beer. I drink decent pale ales and IPAs, this is a million miles from it. Disgraceful. Will never buy it.
David Heaton
46 Posted 31/07/2017 at 15:35:30
Can't make sense of some of the comments! Everton do a deal with Carling but half of the posts are about Carlsberg. I was under the impression they were two different companies. What's going on, lads?
Matt Traynor
47 Posted 01/08/2017 at 18:59:56
Hopefully things haven't changed down there recently, but I recall being told that Brighton's stadium at Falmer had various bars catering for away fans (to encourage fans to get to the stadium and not hang around the town centre) which did real ale from breweries local to the visiting team.

Tottenham's new stadium is also to include a micro brewery I think as well.

Neil Humphreys
48 Posted 01/08/2017 at 19:01:02
Cat's piss...
Ste Traverse
49 Posted 01/08/2017 at 19:05:41
I rarely drink at the game so don't really give a shit what ale the club are serving.

I only once had a pint of Chang... and that was bought for me. Surely nothing could be worse than that shite.

Antony Matthews
50 Posted 01/08/2017 at 19:19:35
I will just have a pint of whatever Darron Gibson has!
Don Alexander
51 Posted 01/08/2017 at 19:21:19
David Heaton (#46), they both rot yer 'ed to the extent you totally lose the plot.
Peter Howard
52 Posted 02/08/2017 at 06:31:27
Eric (#37),

Not viable, I'm afraid.

You wouldn't get past security with the hammer and rusty six-inch nail that you need to open it.

Daniel Miller
53 Posted 02/08/2017 at 09:25:07
At £15 for 4, it scarcely matters how bad it is...
Tony J Williams
54 Posted 02/08/2017 at 12:48:13
Horrible weak piss, can't stand it.

I hark back to last decade when they had Budweiser on draught, that was rocket fuel and actually tasted okay.

Next came the piss that was Chang, but at least that was quite strong.

Now we are reduced to piss... weak piss at that!!

Erik Dols
55 Posted 02/08/2017 at 13:27:10
On Chang. I drank a few of those on my visits of Goodison and, to put it mildly, I did not rate it very much. I also drank it in Thailand and thought it tasted okay. Is it really Chang they sell (/sold) at Goodison, not just some drab labeled Chang?

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