Carabao renews EFL Cup sponsorship

30 May 2019

By: Sport Industry Group

Energy drink brand Carabao has extended its title sponsorship of the EFL Cup for two seasons with a deal that has been described as the most lucrative in the history of the competition.

The renewal will cover the 2020/21 and 2021/22 editions of the tournament, which is operated by the EFL.

Carabao’s initial three-year agreement, which was struck to promote the Thai brand following its launch in the UK in 2016, was due to expire at the end of the 2019/20 season.

Under the terms of the extension, Carabao will remain the official international partner of the EFL.

Carabao has also invested in football partnerships with the likes of Chelsea FC and Chelsea Women, as well as Reading FC and Reading Women.

Intercarabao UK Chief Marketing Officer John Luck said that the producer remains “committed to growing the brand both in the UK and abroad”.

He added: “With over 27 million fans in the UK alone, football remains an important asset to help us achieve our growth plans.”

EFL chief executive Shaun Harvey said: “Carabao’s relationship with the EFL has enabled us to increase the appeal of the Cup internationally, providing fans across the world with an unrivalled experience of the English game.”