Carabao Signs EFL Cup Partnership
The English Football League (EFL) has announced a three-year deal with Carabao to become the official title sponsor of the EFL Cup and an official EFL partner.
The Thai energy drink brand has an exclusive partnership, that will see the competition renamed as the Carabao Cup from the start of the 2017/18 season until 2020.
The competition has been without a sponsor since a deal with credit card service company Capital One ended at the close of last season.
In addition, as title sponsor and EFL partner, Carabao will receive a series of domestic and international commercial rights. This includes the company colours on the ribbons of the trophy, match ball, perimeter boards, backdrops for pre and post-match interviews, as well as branding in stadia at every match.
At grassroots level, significant funds will also be invested into community and grassroots initiatives via the EFL trust.
It is the latest sponsorship deal in football that the energy drinks brand has signed, including a new three-year principal partnership with Sky Bet Championship side Reading and a principal commercial sponsorship of Chelsea in the Premier League.
Shaun Harvey, EFL chief executive, said: “This is a significant agreement for both parties and I’m delighted to welcome Carabao on board as an official title sponsor of the EFL Cup. We are equally as pleased that in a tough and competitive sponsorship marketplace we have managed to agree on a deal that meets with our valuation of the property.
“We opted to take our time in bringing this matter to a successful conclusion and feel we have now secured the best outcome possible for the EFL and the clubs we represent. Of course, it was imperative the deal met Carabao’s requirements and the inventory has been designed to ensure it complements their existing and future marketing strategies.
“As a well-established brand in football, Carabao is a perfect fit for the EFL and I have no doubt that throughout its duration, this partnership will prove mutually beneficial as we collectively look to boost our profile and exposure in local and international markets.”
Pairoj Piempongsant, chairman of Intercarabao, stated: “The EFL Cup embodies the very essence of British football consciousness. All 92 clubs in the country competing in the first major cup competition of the season, culminating in the final at Wembley.
“The EFL Carabao partnership represents a unique platform to expand the Carabao brand nationally and globally; and thus leveraging the universal “fighting spirit” of football with a truly powerful global platform that will bring new awareness to the EFL internationally, while also establishing Carabao as a major player in the global energy drinks market.”
