Havas UK

Core disciplines: Advertising/Creative, Brand Activation, Brand strategy, Branding / design, Creative technology, CRM/Customer engagement, Digital, Integrated marketing

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Activating Sky Sports & Carling's partnership with a Friday night football show

Sometimes the simple ideas are the best ones: Football, beer and Friday nights in the pub with your mates. 

These are the three base elements that combine to tell the story of Molson Coors brand Carling’s return to the Premier League as sponsor.

Carling In Off The Bar has embedded the brand in to the Friday night football viewing habits of Premier League football fans. 

A brand new multi-platform TV show created by Cake, Carling, Sky Sports and Zenith, the show was watched by over 10 million people in Season 1 and continues to go from strength to strength in Season 2, where Carling and Sky are enabling fans to get even closer to the Premier League action.

Carling In Off The Bar tackles the hotbed of post-match debate with a tone of voice that is perfectly on-brand.

The message is clear: Carling is the real voice of football. 


In 2017, the series has had over 10 million views across its shows, with 3.7 million people tuning in over Facebook live, as well as 6.9 million VOD views across the series.

However, since its inception, the show has reached over 45 million people; through both TV and online. We’ve taken over 7 pubs across the country, and hosted 1,000 keen audience members.


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