Carling's products was to prevent retailers, including pub chains and supermarkets, from demanding "a slice" of the savings. Sponsorships Carling, part of Molson Coors, were title sponsors of English football's Premier League from its second season in 1993 until 2001, returning as an official partner from 2016 to 2019 before being replaced by Budweiser, and the Reading and Leeds festivals from between 1998 and 2007. Carling are the official beer of the Scotland national football team, and in 2010 and 2011 were the sponsors of the Scottish Cup. In 2012, Carling ended their nine-year sponsorship of the Football League Cup, then called the Carling Cup . they sponsored Northern Ireland's IFA Premiership. Carling sponsored the two leading Scottish football clubs, Celtic and Rangers, from 2003 to 2010. Carling was a major sponsor of live music in the UK, sponsoring the Academy Music Group venues (including Brixton Academy), until replaced by O2. In 1927, Carling offered a $25,000 prize for the first Canadian or British pilot to fly from London, Ontario to London, England. This offer was made just after Lindbergh had made his successful flight. The pilot, Terrence Tully, and James Medcalf the navigator made the attempt in a Stinson SM-1. The plane took off on 29 August 1927, but soon turned back due to heavy fog. Their second attempt a few days later brought them to Newfoundland, from which on 7 September they headed for London, England. After two days had passed with no sighting of them, it was assumed they were lost at sea. Carling in 1972 and 1973 sponsored race driver Larry Smith in the NASCAR Winston Cup Series; Smith died in a crash during the 1973 Talladega 500. For 1974 the company sponsored Canadian native Earl Ross; after his second place in that year’s Motor State 400 Ross' team was merged by Carling with the Junior Johnson #11 team of driver Cale Yarborough. Yarborough had won six races during the season and won four more under Carling colors while Ross stunned the sport by winning at Martinsville Speedway. Despite the success Carling unexpectedly dropped their sponsorship, this despite signing a deal lasting through 1977. Beers Carling Black Label is a beer sold in Canada and South Africa; it is the best-selling beer in South Africa. It has an alcohol content of 5% in Canada and 5.5% in South Africa. Carling, formerly known as Carling Black Label,