Once the preserve of advertising very squarely aimed at straight men, beer's sponsorship of sport is changing dramatically in the U.K., with Molson Coors-owned Carling this week introducing an ad featuring an LGBTQ-friendly soccer team.
The 30-second TV spot profiles Black Country Fusion FC, a non-league and LGBTQ+ inclusive team whose chairwoman, Skye Stewart, is transgender. It directs viewers to watch a longer-form documentary about the club (see below), which was founded in 2016 because there were no LGBTQ-friendly teams that played in the Sunday leagues.
The campaign, by Havas London, is part of the beer brand's "Made Local" campaign, which champions and supports people who are making a positive impact in their hometown. Carling has provided all of Black Country Fusion FC’s teams with new kits for the 2018/19 season.
Stella Scott directed the work, which was produced via Somesuch. Scott is repped by Pulse Films.