XSEM is now in charge of the brand’s meetings and events remit, having organized and executed a range of incentive-led trips for MolsonCoors over the last two years, including visits to New York and Prague.
The contract will see XSEM handle event-led and ticketing briefs for the new Premier League season, with Carling having been named as one of the league’s new partners, alongside the likes of Nike, EA Sports and Barclays.
MolsonCoors has signed a three-year contract with the league via its Carling brand.
Managing director at XSEM, Dan Bardgett said: "The long term partnership agreement with MolsonCoors has come off the back of some inventive, well-planned and extremely successful events for their sales teams and customers.
"We’re thrilled to have developed this to a stage where they can see true commercial benefit of cementing a long-term relationship with us. MolsonCoors is a world leading drinks company and we’re thrilled to be entering into this partnership with them.
"MolsonCoors’ commitment to the Premier League through its Carling brand blends seamlessly with our rich heritage in sports event marketing and we’re in prime position to work closely with them on maximising the available opportunities for the most high profile football league in the world."
Alpesh Mistry, customer marketing director at MolsonCoors added: "The team at XSEM has consistently exceeded expectations and understand fully that MolsonCoors is all about delivering the highest level of service to its customers.
"They’ve challenged us to create bigger and better event experiences and have demonstrated clear commercial benefit to these. We’re thrilled to be entering this agreement with them."
Other MolsonCoors brands include Cobra, Blue Moon, Doom Bar, Caffrey’s and Worthington’s.