Carling and Sky Sports have announced a new football show, supporting retailers to maximise trading during the Friday night Premier League fixtures.
‘Carling In Off The Bar’ will offer fans an alternative view of the week’s football. It will run alongside Sky’s new Friday Night Football programme to watch in outlets and at home, helping to create a new Friday night occasion for consumers and in turn drive added value for customers in both the on and off trade.
Sporting events can be a big money maker for retailers if they are able to harness the sense of occasion in-store and market products accordingly. At the 2014 Brazil World Cup there was an 18% rise in sales during the week ending June 14 (the week England lost 2-1 to Italy).
‘Carling In Off The Bar’ is Carling’s first major activation following the announcement of its partnership with the Premier League. Broadcast live from Molson Coors supplied premises across the UK, and offer customers the chance to get their pub or bar in front of millions of viewers.
The latest milestone in the long term partnership between Molson Coors and Sky, the show will be split into three distinct parts. The first two parts will be available to watch online via Sky’s web, digital and social channels, while the third will be broadcast live to watch at home after Sky’s main Friday Night Football fixtures on Sky Sports 1.
Hosted by Soccer AM’s Adam Smith and Laura Woods, the show will provide fans with an entertaining look back on the week in football, alternative analysis on that evening’s game as well as football challenges and celebrity guests.
Jim Shearer, Carling brand director for Molson Coors said: “When we announced our partnership with the Premier League in May we promised to energise the mainstream lager and cider category and to enhance the football watching experience for fans. The launch of ‘Carling In Off The Bar’ is a big step in that direction and will offer consumers an entertaining and refreshing perspective on the week’s Premier League action.
“The combination of the UK’s leading beer, the UK’s leading sports broadcaster and the biggest football competition in the UK is a fantastic proposition for fans and we can’t wait to get started. ‘Carling In Off The Bar’ is the first element of our plan to support the on and off trade following our partnership with the Premier League and there is still much more to come!”
The inaugural ‘Carling In Off The Bar’ show will be broadcast live from Dive Bar in Manchester’s Northern Quarter this Friday (19th), for Manchester United’s first home league fixture of the season against Southampton. The second show will coincide with Chelsea’s showdown with Jurgen Klopp’s Liverpool at Stamford Bridge on Friday 16th September.