It has signed up the Manic Street Preachers to front the first tour in December, taking in venues including Birmingham NEC and Wembley Arena.
Carling, Britain's biggest beer brand, will have exclusive naming and pouring rights at the concerts. Its e-commerce site, Carlinglive.com, will give fans the chance to meet with featured bands backstage and access exclusive music merchandise.
'Carlinglive presents' follows the company's smaller scale one-off 'Carling Homecoming' gigs, which were screened on Channel 4 and featured bands going back to their roots by playing where they were originally formed.
'Homecomings' gigs have so far featured Jamiroquai and The Charlatans.
The firm's deal with Clear Channel Entertainment will see the Apollo venues in Hammersmith and Manchester rebranded to the 'Carling Apollo' from this autumn.
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