Carling Extends #MadeLocal Big Idea Via LGBTQ+ ‘Black Country Fusion FC’ Sponsorship

Carling launched the second phase of its new 2019 ‘Made Local’ UK campaign with a TV spot and long-form docu-film focused on its support for LGBTQ+ inclusive amateur football team Black Country Fusion FC.


The campaign is spearheaded by a television commercial that introduces the team and its players and managements: ‘This is Wednesfield. Meet Black Country Fusion FC: a football team with a difference they’re proud of’.



Created by Havas London, the ‘Black Country Fusion FC’ campaign runs across national UK TV, plus VoD and social channels.


The lead ad is supported by a longer-form, 8-minute documentary about the club.



As well as the creative, Carling’s partnership with the club sees the lager brand provide the Midlands based team with new home and away kits for the 2018/19 season and the sponsorship is part of Carling’s three-year pledge to support local community projects.


“We’re really pleased to be able to support Black Country Fusion FC,” said Carling brand director Miranda Osborne.


“Their inspiring story is truly what Made Local is all about, which is why we were so keen to make them some of the stars of our new advertising campaign. We hope the club continues to have a successful season on and off the pitch.”


The objective behind this programme is to celebrate and promote locals making positive contributions to their home communities.


This inclusive football focused strand of ‘Made Local’ follows on from the core campaign’s initial launch phase in late February which was led by 60-second and 30-second versions of a spearhead ‘#MadeLocal Grain To Glass’ spot.




The underlying objective of this new initiative is to draw attention to Carling’s own local roots in Burton-on-Trent.




A controversial advertising approach that has generated plenty of buzz: not surprising considering current geo-political issues and rise of nationalism – ranging from Brexit to Trump’s America First.


There are echoes of Budweiser’s stars and stripes Americana approach to marketing and positioning in the USA.


Considering this, it seems smart and sensible move for Carling to frame this approach not in Union jack flag waving, but in practical community related projects and to link the big idea to football and inclusivity.


Particularly as Carling has plenty of UK football marketing heritage to build on: ranging from its current ‘Carling Premiership Goal Of The Month’ competition,



to a slew of previous football partnership deals such as the title sponsorship of the League Cup.











Havas London



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