Premier League club Everton has granted exclusive pouring rights at Goodison Park to beer brand Carling.
The Liverpool-based club has signed a multi-year agreement with Carling owner Molson Coors, which will begin ahead of the new 2017-18 season.
The brewing company will enjoy prominent branding at Everton’s home league and domestic cup matches, while Carling lager will be available in bottle and draught form from all kiosks within the 41,000-capacity Goodison Park.
Alan McTavish, Everton’s head of commercial, 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.
“At Everton we take great pride in building long-lasting relationships with our partners and are committed to ensuring Carling achieve the maximum value from their association with the club in the coming years.”
Carling was the title sponsor of the Premier League between the competition’s inception in 1993 and 2001 and last year became the official beer partner of the Premier League.
Carling was also the title sponsor of the Carling Cup for nine seasons from 2003 to 2012.
Carling said it is aiming to maximise its increasing relevance and connection with football and mainstream lager drinkers through its partnership with Everton and the Premier League.
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 Evertonians closer to the action throughout the 2017/18 season.”