Carling is making waves in the football community with the launch of its interactive 'On The Ball' competition, which kicked off this week and will run until May 18, 2025, coinciding with the crucial final stages of the Emirates FA Cup. This innovative trivia competition will engage fans through QR codes displayed in 9,500 UK venues, allowing them to access a trivia platform where they can answer ten questions themed around the Emirates FA Cup for a chance to win an array of exciting prizes.
Among the sought-after rewards are Emirates FA Cup semi-final and final matchday tickets, exclusive stadium tours, and football-themed vouchers. Carling's move comes as part of its ongoing partnership with the Emirates FA Cup and the Adobe Women’s FA Cup, designed to celebrate the rich heritage of the world's oldest national football tournament.
In fact, this new competition builds on the success of Carling's previous promotion, 'Score with Carling,' which saw a whopping 36,000 players engaging with the trivia format in 2024. "Carling is proud to support football at every level – that’s why we’re the lager brand consumers most commonly associate with the beautiful game," said Lee Willett, Carling's Brand Director at Molson Coors Beverage Company. He emphasized the spirit of the competition as a celebration of Carling's football heritage and an effort to connect with fans during a significant period in the football calendar.
In addition to the 'On The Ball' competition, Carling has rolled out a comprehensive on-pack promotion, set to take place from March 23 until June 30, 2025. Adults can scan QR codes on promotional multipacks of Carling to enter the details and gain access to an additional chance to win great prizes. These include four tickets to the Emirates FA Cup Final on May 17, 2025, a pre-match Wembley Stadium tour, as well as a one-night stay at a four-star hotel and travel allowance.
Moreover, secondary draw winners will be presented with Deliveroo vouchers, providing extra incentives for entrants. Taking it a step further, shoppers who answer an Emirates FA Cup-themed trivia question will have a second opportunity to win one of ten £20 gift vouchers to spend at select retailers. This innovative approach is crafted not only to excite football fans but also to help retailers increase sales during the tournament season.
Carling's previous on-pack promotions have proven to be effective, significantly driving up sales. In promotional periods of 2023 and 2024, Carling saw astounding value increases of 60.8% and 30.6%, respectively, demonstrating the success of integrating engaging campaigns within the football fanbase.
As part of its football initiatives, Carling is also a vibrant sponsor of TalkSport’s coverage of both the Emirates FA Cup and the Adobe Women’s FA Cup. Carling's branding will be prominently featured on match previews and reviews, reaching a vast audience of football enthusiasts.
The brand has committed itself in recent years to strengthening ties to football through various sponsorship deals, including partnerships with the Football Association of Wales (FAW), the Scottish Professional Football League (SPFL), and prominent clubs such as Newcastle, Nottingham Forest, and Everton. This not only highlights Carling’s dedication to the game but also its commitment to assisting local football clubs through its ongoing Grassroots Goals initiative.
Through this initiative, Carling, in partnership with Umbro, provides local teams with the opportunity to win prizes, including new team kits, thus fostering grassroots participation in football throughout the country.
The ongoing promotions by Carling are a reminder of its strong rapport with the sport and its staunch advocacy for football at all levels. As excitement builds around the Emirates FA Cup, this multifaceted initiative promises to enhance player engagement and drive sales while celebrating the beautiful game.
Entrants are encouraged to participate in the competitions and promotions while keeping an eye on the upcoming matches, as the final prize draws correspond with the end of the season. The main prize draw for the on-pack promotion will close on May 1, 2025, at 11:59 PM, while trivia and wrap-up draws will conclude by June 30, 2025, at 11:59 PM.
As fans gear up for the thrilling final stages of the Emirates FA Cup, Carling’s initiatives not only add to the excitement but also ensure that football remains a vibrant and integral part of the community, championing passion, heritage, and team spirit.
