Sponsorship
Carling sponsored Orteig Prize contenders Capt. Terry Tully, and Lieut. James Medcalf in their plane the Sir John Carling. They took off on August 28, 1927 from London, Ontario, headed for London, England (United Kingdom), but they never returned.
From 1993 to 2001 Carling was the sponsor of the FA Premier League, one of the top sporting leagues in the world, as well as Celtic Football Club and Rangers Football Club, the two largest Scottish teams. Carling owned the Quebec Nordiques of the World Hockey Association in the 1970s. Carling is also known for sponsoring various live music venues in the United Kingdom, including Carling Academies in Brixton, Glasgow, Birmingham, Bristol, Islington, Liverpool and Newcastle upon Tyne; the Shepherd's Bush Empire; the Manchester Apollo and the Carling weekend music festivals which takes place at the end of August each year over two venues- Leeds and Reading.
Carling O'Keefe was a major supporter of Langley Speedway, a 3/8th mile paved stock car oval, in Langley, British Columbia. They often sponsored races and season points championships. For example, Tom Berrow was the 1976 Carling O'Keefe Super Stock Points Champion. Their Company name was painted on the front stretch of the track and was part of the "Winner's Circle" celebration. Carling O'Keefe also held ownership of the NHL's Quebec Nordiques and the CFL's Toronto Argonauts, before selling the franchises in 1988 due to the impending merger with Molson. The company, however, maintained promotional interests in both teams.
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