Carling & The Premier League

Partnership Activation

Having been the Premier League’s first ever title sponsor for eight seasons from 1993 and the title sponsor of the Carling Cup for nine seasons from 2003, in 2016 Carling wanted to move back into the footballing world.  As their retained agency for over 10 years, we were responsible for brokering the deal to return Carling to the Premier League, activating the partnership and managing the day-to-day social strategy.

In order to produce regular content we partnered with Sky Sports 1 and devised Carling In Off The Bar, a multi-platform show around Friday Night Football hosted by Soccer AM’s Adam Smith and Laura Woods and broadcast live from the pub. We produced imagery, videos and Instagram Stories before, during and after the live show, gathered exclusive content and interviews with the show’s celebrity guests and produced behind-the-scenes content.

On-site we gathered social content to be published within one minute of the live footage to provide ‘second screen’ viewing, we also ensured it included Carling’s partners, Sky Sports and Premier League, by republishing Facebook Live content. After three shows Carling In Off The Bar is already attracted 1m Facebook Live views. The Carling social channels had 6.1m Facebook reach and 1.6m impressions and #IOTB trended organically in the UK.

Beyond IOTB, we also produced football content ahead of the week’s fixtures, answered all enquires from fans on Carling’s social channels and produce nomination videos for Carling Goal of the Month. Carling’s social channels have since increased for 18 consecutive months and gained 35m video views throughout the season.