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Football’s most memorable alcohol shirt sponsors

08 January 2025 By James Bayley

The relationship between football and alcohol sponsorship has a storied history, evoking a heady mix of nostalgia and debate.

While gambling has largely replaced alcohol as the dominant presence on team shirts in recent years, beer partnerships remain woven into the fabric of football culture. From iconic kits to unforgettable campaigns, let’s revisit some of the most celebrated alcohol sponsors in football history.

Carlsberg: Liverpool’s 90s era

Few partnerships are as synonymous with football as Carlsberg and Liverpool. Spanning nearly two decades, the Danish brewer’s logo adorned a series of iconic kits throughout the 1990s. These jerseys—equal parts design and legacy—cemented Carlsberg’s place in football lore. While the partnership elevated the brand, similar collaborations with FC Copenhagen and York United failed to achieve the same resonance.

Newcastle Brown Ale: brewing local pride

From 1990 to 2000, Newcastle United’s kits prominently featured the blue star of Newcastle Brown Ale, perfectly aligning club and community. This partnership is a masterclass in authenticity, creating an enduring symbol of local pride. Even today, it’s hard to think of Newcastle without recalling this iconic collaboration.

Chang: Everton’s distinctive style

Thai beer brand Chang became a familiar sight at Goodison Park during its tenure as Everton’s sponsor from 2004 to 2010. The partnership’s highlight came in the 2015-16 season, with an adventurous olive-green third kit accentuated by Chang’s orange logo—a bold, memorable design that remains a cult favourite among fans.

Coors: A transatlantic curiosity

In the mid-1990s, Coors made an unexpected leap onto Chelsea’s shirts. The sight of a quintessentially American beer brand sponsoring a London club may have felt unusual, but this quirk only adds to the charm. While the designs weren’t groundbreaking, the Coors logo lent a distinct transatlantic flair to Chelsea’s look.

Carling: uniting Glasgow rivals

Between 2003 and 2010, Carling achieved the rare feat of sponsoring both Celtic and Rangers—bitter rivals in Glasgow’s footballing landscape. The shared sponsor was an intriguing twist, with Celtic’s iconic green-and-white hoops earning the stylistic edge. Carling’s enduring presence in Scottish football solidified its place as a cultural touchstone.

Quilmes: the heart of Argentina’s Superclásico

From 1996 to 2001, Argentine beer brand Quilmes graced the kits of Boca Juniors and River Plate, two clubs at the centre of football’s fiercest rivalry. The logo became a hallmark of the era, adorning some of the most revered shirts in South American football history. Quilmes continues to sponsor clubs today, but its connection to the Superclásico remains unparalleled.

Guinness: Irish charm meets global appeal

Guinness partnered with Cork City and QPR during the 1980s and early 2000s, delivering one of football’s most visually striking shirts. Cork City’s combination of the classic Adidas ‘West Germany Template’ and the Guinness logo remains a revered piece of kit history.

Strongbow: bowing to success with Leeds and Hearts

Strongbow’s sponsorship of Leeds United and Heart of Midlothian brought style and substance to the early 2000s. Leeds fans fondly remember this era, particularly the club’s Champions League Semi-Final run in 2001. The Strongbow logo, prominently displayed, became synonymous with the success of the club.

Closing cheers

From Liverpool’s Carlsberg era to Quilmes’ reign in Argentina, alcohol sponsorship has left an indelible mark on football history. While regulatory changes have seen it fade from shirts, its legacy endures through timeless designs and unforgettable campaigns. Raise a glass to these partnerships—they’re as much a part of football folklore as the matches themselves.

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