Carling has launched an on-pack promotion in partnership with Umbro to give people the chance to win one of 10,000 limited-edition football shirts.
Shoppers will be able to win a shirt by finding special golden cans in 10-can and 18-can Carling multipacks from this month onwards.
Winners can redeem their prize online by entering a unique code found on each pack on the Carling website.
The football shirt has been designed by Umbro for Carling with a retro feel that celebrates the lager’s branding.
Carling supplier Molson Coors is hoping the promotion will attract interest ahead of this summer’s European Championship.
Kevin Fawell, off-trade sales director at Molson Coors, said: “Carling and Umbro both have a rich heritage in football, which makes this an ideal partnership to help retailers tap into excitement among fans, with football fever set to sweep the UK like never before.
Jonathan McCourt, head of football marketing at Umbro UK, added: “The shirt we’ve designed is stylish, with a timeless design that pays tribute to both of our proud footballing roots. We’ve no doubt that football fans will be looking forward to the chance to get their hands on one.”
Molson Coors will be supporting the promotion with in-store POS material and a social media campaign with website Joe Football.