Sky Sports has announced it is creating a brand new Friday night show, in partnership with Carling, the official beer and cider of the Premier League.
The new show titled ‘Carling In Off The Bar’, will provide fans with an exciting look back on the week in football, have an alternative take on the game that evening whilst being packed with fun football challenges, celebrity guests and alternative analysis.
‘Carling In Off The Bar’ will be hosted by Soccer AM’s Adam and Laura and will be filmed in a pub near the stadium of the team that is playing at home that evening. Fans will be able to watch the show before and after the game online via Sky’s web, digital and social channels. The show will also air on Sky Sports 1 at 10:45pm, following the final whistle. The first show will take place this Friday in the Dive Bar in Manchester’s Northern Quarter to tie in with the first live Friday night fixture between Manchester United and Southampton.
The partnership between Carling and Sky Sports was brokered by Sky Media, the advertising sales division of Sky and media agency, Zenith with HSE Cake, Carling’s partnership, PR, experiential and social media agency. HSE Cake is leading the partnership with creative direction from Creature of London.
Jim Shearer, Carling Brand Director for Molson Coors said: “We’re very excited to team up with Sky Sports to launch a brand new Friday Night Football TV show. There’s nothing better than watching the game with your mates over a pint and this show will provide the ultimate warm-up ahead of each Friday night Premier League game and the opportunity to keep the stories going once the final whistle blows. Whether you’re going straight to the pub after work or heading home to watch the game with mates, ‘Carling In Off The Bar’ will be the perfect way to start your weekend.”
John Litster, MD, Sky Media said: “Sky Sports is the home of football and it’s brilliant to be collaborating with Carling to deliver a unique and innovative partnership that will resonate and engage football fans across the country.”
Adrian Pettett, CEO, HSE Cake said: “We wanted to help Carling achieve something truly game-changing through its Premier League partnership. Creating compelling engagement platforms within sport and entertainment, has been at the heart of everything we’ve done with Carling over the past 15 years, and ‘Carling In Off the Bar’ gives us the perfect opportunity to enhance the Friday night drinking occasion alongside Sky.”
Guy Edwards, Business Director, ZenithOptimedia said: “This partnership represents the coming together of two iconic brands to create a quite unique and hence differentiating content property in the incredibly competitive world of the Premier League. We believe ‘Carling In Off The Bar’ offers us a chance to really engage our core audience consistently throughout the season, such that they’ll come to expect great content from Carling from the first Friday night game right through to the season finale.
Dan Shute, Managing Partner, Creature of London said: “TV ads for brilliant brands like Carling are obviously our bread and butter, so coming up with – and making – the bit that goes between the ads has been a phenomenal experience, and has left us slightly in awe of the brilliant folk at Sky Sports who do this every day.”
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