Molson Coors Beverage Company (MCBC) has signed a deal to be the exclusive alcohol pouring partner with Derby County football club for the upcoming season.
The deal, the value of which has not been disclosed, will see MCBC brands such as Carling and Doom Bar on sale at all public bars and in various hospitality suites and boxes during every Derby County home game at Pride Park Stadium.
Football fans will be able to purchase the range from the first day of the new season on Saturday 5 August when Derby takes on Wigan Athletic in the English Football League One opening game.
Supporters will also have the option of using a ‘Carling fast lane', where faster pouring dispensers will enable bar staff to serve the crowds quickly.
Carling has also been named as the flagship alcohol brand for the stadium, with branding around the concourses and perimeter advertising.
Lee Willet, Carling brand director at MCBB, said: 'The Carling brand has a long history of supporting football, from grass roots to the professional game, becoming the first brand to sponsor both men's and women's FA Cups last year.
'This new partnership with Derby, a club with 139 years of footballing heritage, is another opportunity for us to connect with the football community and we can't wait to see fans enjoying a pint of Carling while cheering on the Rams this season.'
Lisa Biesty, head of regional partnerships and matchday hospitality at Derby County, said the club went through 'an extensive tender process' before choosing MCBC.
He said the beer company 'came out as the clear favourite' because the brand is 'clearly passionate about its relationship with football'.
Carling became the official beer of the Men's and Women's' FA Cups in March 2023. The agreement with Derby comes shortly after a similar deal with Notts County, the oldest professional football club in the world.