Albion announce Carling partnership

New pouring partner also secure FanZone naming rights

MOLSON Coors has agreed an initial two-year partnership to become the pouring partner at The Hawthorns.

The agreement will see the introduction of the Carling brand to West Bromwich Albion supporters as the Club’s long-standing relationship with Carlsberg comes to an end. 

As part of the agreement, the pouring partner has taken the naming rights to what will now be known as the Carling FanZone. 

The FanZone was one of the standout successes off the pitch during the 2015/16 campaign and plans are in place to make it more vibrant and exciting than ever for the season ahead.

Adrian Wright, Sales and Marketing Director at West Bromwich Albion, said: “We are very pleased to have completed this agreement with such an iconic brand in the Midlands.”

“There have long been calls for Carling to become the beer of the Baggies and we are very pleased to finally be able to deliver on this in what will be a great partnership for West Bromwich Albion, Carling and, most importantly, our fans that wish to enjoy a taste of the real beer of football on a matchday.”

Commenting on the new deal, Customer Marketing Director, Alpesh Mistry said: "We're really excited to announce this new partnership with West Bromwich Albion, a club with a strong following and a rich heritage and history." 

"The partnership presents us with an opportunity to connect with the team's passionate fans and underlines our ongoing commitment to engaging with drinkers across the country.“