- Carling partners with OddBalls to give away over 8,500 pairs of exclusive Lucky Pants – helping venues get ready for a packed summer of football
- Every pint purchased in selected venues from 1st June offers the chance to win instantly, encouraging footfall and driving spend
- Carling is also launching dedicated podcast content featuring England legend Joe Cole reporting stateside, plus customer activations and a social media campaign.
Carling, the UK’s leading core lager brand[1], is backing pubs with a major activation designed to drive footfall and build buzz throughout the summer of football. Live now, Carling is running an exclusive Lucky Pants giveaway in partnership with OddBalls.
The activation brings together Carling, the lager brand consumers most associate with football[2], and OddBalls, the underwear brand known for its vibrant designs and charity partnerships which spark meaningful conversations. The partnership aims to help operators create moments of surprise and delight for their customers, with major sporting events bringing communities together in pubs across the country.
Over 8,500 pants will be distributed across participating venues while stock lasts, including selected Admiral Taverns, Punch Pubs, Proper Pubs and Trust Inn outlets. Punters will be entered into a raffle ticket draw when they purchase a pint of Carling on matchdays, with winners receiving a pair of exclusive Lucky Pants.
Participating Greene King pubs will offer fans the chance to “spin to win” at the bar when they buy a pint of Carling on matchdays to win a pair, while Mecca Bingo will be offering visitors the chance to win when they find a winning scratchcard in participating venues, subject to availability.
There will also be a stand-out activation at BOXPARK Wembley, known for its popular fan zones, huge match screenings and electric atmosphere.
Every participating venue will also receive a complete toolkit to support the activation, including strut cards, staff briefers, posters and digital assets for social media promotion, so they’ve got everything they need to maximise the moment.
Beyond the Lucky Pants
Building on the success of Carling’s ‘Could It Be Magic’ podcast – which has generated over 13.3 million views across podcast and social media platforms – Carling is producing new content featuring England legend Joe Cole, titled ‘Could It Be Coming Home’. Reporting from New York, Joe will bring exclusive interviews with a star-studded line-up of legendary ex-players, and speak with football fans about the sport’s growing culture in the US.
A social media campaign in the UK will spotlight Carling’s partner venues, helping to drive footfall by encouraging fans to visit their local pub or bar.
Ryan McLaughlin, Brand Director for Carling at Molson Coors Beverage Company, said: “We’re about to enter a summer of sport, with football taking centre stage – and where there’s football, there’s Carling. We know fans have their rituals, their lucky shirts, their must-have pre-match routines, which makes Lucky Pants the perfect pairing.
“This activation is about helping operators enhance the summer of sport experience, giving consumers something fun to look forward to and talk about with their mates. We always aim to provide customers with an outstanding portfolio, strong execution and reliable service. Combining the Oddballs partnership with our brand-new podcast content and social media campaign, we’re delivering on that promise by giving operators the tools to maximise this major trading period.”
[1] CGA GB On Trade Volume 52 w/e 21-Feb-2026 / Circana GB Off Trade 52 w/e 21-Feb-2026
[2] ProQuo “Which of the following brands do you most associate with football?” 19 May 2023 to 31 March 2025)
