Reading FC Signs Carabao

Reading Football Club has announced a new three-year partnership with Carabao which will see the South-East Asian energy drinks brand, newly launched in the UK, become the principal partner of the Royals.

As part of the new deal, Carabao branding will be on the Reading FC home and away shirts for the next three seasons. Carabao will also be the sole shirt sponsor for the Reading FC Under-21s and women’s team, as well as feature on the club’s training wear until the end of the 2018/2019 campaign.

Partner company Intercarabao will be managing the UK launch, before embarking on a global roll out.

Peter Gutierrez, CEO of Intercarabao, comments “Building on our first year partnership with Reading FC as the home shirt sponsor, we are excited to embark on a Principle Partnership deal with the club over the next three years. Reading FC and Carabao share the same values, a fighting spirit and a desire to ‘bring it on’. Jaap embodied those qualities as a player, and his appointment as manager demonstrates the club’s ambition to get back to where it belongs – the Premier League.”

“Carabao’s launch will be supported by a wider multi-million pound integrated marketing campaign. Football is just one of several marketing platforms that will be used during our launch campaign, that will officially kick off from August 2016, with a heavy focus on London and the Reading area.”

Nigel Howe, CEO at Reading FC, said: “We enjoyed an excellent relationship with Carabao in their first season as sponsors and it is fantastic news to hear they have actively sought to strengthen their relationship with the club and commit to Reading’s ambitions for the future by signing a three-year deal at Madejski Stadium.

“I am very much looking forward to working alongside Carabao once more. On behalf of everyone at Reading FC, I’d like to take this opportunity to thank Thai Airways for their sponsorship of our away shirt last season and welcome Carabao on board as our Principal Partner until 2019.”