Carling has revealed its latest on-pack initiative with partner NOW TV to drive consumer demand around live sporting occasions. Carling will be giving consumers a free NOW TV Sky Sports Day Pass in every mid and large pack of Carling.
The initiative, which kicks off this month, gives millions of Carling consumers the opportunity to have unlimited access to all 7 Sky Sports channels for 24 hours unlimited access to all seven Sky Sports channels for 24 hours via the NOW TV Sky Sports Day Pass (rrp £6.99).
The promotion ties in with Carling’s partnership with the Premier League, following the announcement in May this year that Carling will be the official beer partner of England’s top division until the end of the 2018/19 season. An exclusive Premier League Limited Edition can also features in the packs to celebrate the partnership.
Live sports hold huge value for the off-trade, according to Carling, with research suggesting beer and cider sales peak after 5pm on weekdays and over the weekend when sporting events such as Premier League matches are on air, offering important opportunities for retailers during these times. Sporting events across the board can have a large effect on the convenience sector with beer and cider sales up 11% during last year’s British Grand Prix weekend, and sales rising 18% at the 2014 Brazil World Cup (HIM Beer and Cider Deep Dive 2015).