Leading British lager brand Carling – currently being sold to Coors by Interbrew – has forged a sponsorship deal with US-headquartered Clear Channel Entertainment, the largest organiser and promoter of live entertainment events in the world.

Under the three-year, £20 million deal, Carling will become Clear Channel’s British sponsorship partner, gaining access to major music artists whose tours the American group organises – among them Madonna and U2.

The lager brand will be able to append its name to two major tours a year, with the first expected to be that of veteran rocker Rod Stewart.

In addition, the Hammersmith Apollo and Manchester Apollo venues will both be renamed Carling Apollo, the brewer will be able to sell its lager at all 23 British theatres and arenas owned by Clear Channel, and Carling will get the rights to sell tickets for events before they are put on general sale.

Finally, the US company will organise three Carling Homecoming concerts a year, where major artists return to home-town venues.

News source: MediaGuardian.co.uk