The agency has worked for the Molson Coors Brewing Company UK for the past six years and takes on an expanded Carling Cup role after the Carling brand re-signed its sponsorship for another three years.
The competition kicked off its second round last night with the televised clash between Norwich City and Sunderland. The second round, which continues tonight and tomorrow, sees those Premier League clubs that have not qualified for European football enter the compeition.
The agency will develop and deliver a sponsorship activation plan and run a proactive and reactive press office.
H&K Sports associate director Anthony Scammell will lead the project, which has been secured for the next three seasons.
Martin Coyle, Carling's brand director, said: ‘Over the last six seasons, the Carling Cup sponsorship has proved to be a very effective way of maintaining our awareness with football fans. The sponsorship represents a significant investment for the brand and H&K will be a key player in helping us to continue doing that.'
Carling has been a football sponsor since 1992 when it became the title sponsor of the new FA Premier League. It has sponsored the Carling Cup since 2003.