Molson Coors

Carling, as a brand, has a very strong place in the lager market and is sold at all bars at Edgbaston Stadium, however Carling wanted to use the Birmingham Bears to offer something back and increase engagement with the brand.

Molson Coors ran a number of activations on Bears match days which helped increase engagement with the Carling brand, while also helping to increase customer experience scores.

“We were able to associate our target audience for Carling to the typical Bears fan of a Friday night. It’s important to us that we help to improve the customer’s experience at events we are affiliated with and these activations undoubtedly helped to do this.”

Elodie Marsh

Molson Coors, Customer Marketing Manager

Money can’t buy competition

Using social media to pick winners, six supporters would have the opportunity to enjoy a Birmingham Bears match from the comfort of our branded dugout situated pitchside.

Included in the day out was a Bears shirt, a supply of beers, cider, and soft drinks, and a pizza at the break between innings courtesy of Molson Coors. Winners also received a tour of the dressing rooms from our Sport Director, Paul Farbrace.



Average crowd for a Birmingham Bears T20 matches at Edgbaston Stadium in 2019



Record customer experience score driven by Molson Coors activations in the Exhibition Hall and pitchside



Unique users engaged with the activation online, which reached over 500,000 people

Fan engagement

We try and work with partners to improve the match day experience for our spectators, which is now an expectation at events, in particular sporting events.

Simple and quick activations in-bowl during the game work the best as there isn’t much time between overs to fit much in. Molson Coors chose to work with us on ‘Bears 6s’ and ‘Bears Wickets’. At the end of the over, if there had been a wicket or a six for the Bears, stress balls would be fired into the Eric Hollies Stand which could then be kept or swapped at the bar for a free pint of Carling.

Molson Coors also allowed us to run a ‘Spin the Wheel’ activation in the Exhibition Hall to win a free pint of Carling.

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