The EFL Cup has announced the extension of its long-standing partnership with Carabao, a Thailand-based energy drinks brand. The extension ensures that Carabao will remain the title sponsor of the EFL Cup until the end of the 2026-27 season.
This renewal takes the partnership beyond the 10-season mark, making it the longest title sponsorship in the history of the League Cup. The partnership began in the 2017-18 campaign and was initially set to run until the end of the 2023-24 season. However, the last renewal in 2021 extended the agreement, further solidifying the relationship between the EFL Cup and Carabao.
Ben Wright, chief commercial officer at the EFL, said:
“The Carabao Cup is an incredibly valuable asset to the EFL and its clubs, and the relationship with Carabao over the last seven years has played an important role in the life of English football.
“The longevity of Carabao’s association with the league cup only amplifies the value the competition holds in the football calendar for clubs and their supporters up and down the country.”
International activation
The partnership between Carabao and the EFL Cup has not been limited to the UK. It has involved international activation across Thailand and the rest of Asia. This has allowed both entities to showcase their partnership and competition on a global scale, enhancing the visibility and reach of the EFL Cup.
The EFL has been quite active in terms of commercial dealings in recent weeks. In addition to the extension with Carabao, the EFL has also struck a five-year agreement with cereal brand Kellogg’s. Furthermore, it has renewed its partnerships with German sportswear giant Puma and the popular computer game, Football Manager.
This series of commercial partnerships and renewals demonstrate the EFL's commitment to enhancing the visibility and reach of the competition. For sports fans and sports betting enthusiasts, these partnerships not only add an extra layer of excitement to the games but also contribute to the overall growth and popularity of the EFL Cup.
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