25 Aug 2009Hill and Knowlton appointed to improve Carling's cup sponsorship position

Football Sponsors/ Sponsorship and Media

Carling has turned to the sports marketing division of Hill and Knowlton to ensure it gets the most from its football sponsorship deal with the League Cup, PR Week reports.

The cup competition is currently at its second round stage, with Sunderland winning 4-1 at Norwich City last night to book their place in round three.

And the agency has been given a brief to promote Carling's sponsorship of the competition, with an activation plan set up.

A three-year project is to be led by Hill and Knowlton Sports associate director Anthony Scammell, with the aim of maintaining Carling's allegiance with football fans.

According to the publication, Martin Coyle, Carling's brand director, said: "Over the last six seasons, the Carling Cup sponsorship has proved to be a very effective way of maintaining our awareness with football fans.

"The sponsorship represents a significant investment for the brand and H&K will be a key player in helping us to continue doing that."

Carling has been the football sponsor of the League Cup since 2003, when it took over from fellow beer brand Worthington.

Other sponsors in the past include Coca-Cola, Littlewoods and the Milk Marketing Board.

Written by Terry Mitchell

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