Carling In Off The Bar, which is hosted by Soccer AM's Adam Smith and Laura Woods, will be a light-hearted alternative that runs alongside the football coverage when there is Friday night Premier League action.
The programme represents Carling’s first major activity following the announcement of its partnership with the Premier League. Broadcast live from Molson Coors-supplied premises across the UK, the show will champion the on-trade and offer publicans the chance to get their pub in front of millions of viewers.
Sky has divided the show into three parts. The first two of which will be broadcast online and the final part will follow Sky's Friday Night Football coverage on Sky Sports 1 at 10.45pm. The programme will provide fans with an entertaining look back on the week in football and feature alternative analysis on that evening’s game.
Liverpool visit Chelsea this Friday, 16 September, and Carling In Off The Bar will be broadcast live from the Leather Bottle, Wimbledon, south-west London.
Energising the category
The Carling brand director at Molson Coors, Jim Shearer, said: "When we announced our partnership with the Premier League in May, we promised to energise the mainstream lager and cider category and to enhance the football-watching experience for fans.
"The launch of Carling In Off The Bar is a big step in that direction and will offer consumers an entertaining and refreshing perspective on the week’s Premier League action.
"The combination of the UK’s leading beer, the UK’s leading sports broadcaster and the biggest football competition in the UK is a fantastic proposition for fans and we can’t wait to get started."
Managing director at Sky Business, David Rey, added: "We’re celebrating the winning combination of the great British pub and Sky Sports football, bringing the incredible pub atmosphere to viewers at home and attracting them to their local.
"With Carling In Off The Bar airing on social media as well as Sky Sports 1, it’s great news that we can reach a huge audience and help boost the pub trade by spreading the Friday night football feeling."