Present study offers mathematical calculations of the roll-coating procedure lubricated with upper Convected Maxwell Fluid. An incompressible isothermal viscoelastic fluid is considered with roll and the porous web having uniform velocities. By employing Lubrication Approximation Theory, the desired equations of motion for the fluid concerned over porous web are modelled and analyzed. The suction rate on the web and injection rate at the roll surface are anticipated proportionate. Results for velocity profile and pressure gradient are obtained analytically. Fluid parameters of industrial significance i.e. detachment point, pressure, sheet /roll separating force, power contribution and coating thickness are also calculated numerically. Substantial and monotonic increase is witnessed in these quantities with the increase of flow parameters.