Shirt Amnesty Tour

Picture the scene. You’ve bought a team shirt with your hero’s name on the back and then he packs up and leaves the club three weeks later. Alongside Carling and fan favourite Jimmy Bullard, we made this into an opportunity during the pre-season to capture the attention of 18-34 year old men. The Carling Shirt Amnesty Tour gave fans the chance to exchange their unwanted shirt for a new one, for free, when their favourite player was sold. Cathartic you might say.


The most engaged piece of content across any of the Molson Coors brands ever

2.5M content views 

1,500 shirts given away to football fans 

8 cities visited

Over 100 pieces of coverage across regional and national titles, including Sky Sports, Liverpool Echo and Evening Standard