The EFL is to be renamed the ‘Carabao Cup’ from June 2017.
The EFL and Carabao have today announced a three-year deal that will see the Thai energy drinks brand become the Official Title Sponsor of the EFL Cup and Official EFL partner.
The exclusive partnership will see the competition become known as the ‘Carabao Cup’ from the start of the 2017/18 season, with the deal running until 2020.
The growing global appeal of the EFL Cup was pivotal to securing the sponsorship and it is anticipated that the Carabao relationship will provide the EFL with a platform to reach new audiences in the ASEAN region and support additional growth of the competition.
As Official Title Sponsor and EFL partner, Carabao will receive an impressive series of domestic and international commercial rights that will form a major part of the brand’s growth strategy in targeted markets at home and abroad.
This will include the company’s colours adorning the ribbons of the trophy, the match ball, perimeter boards, backdrops for every pre and post-match interview as well as Carabao branding featuring in stadia at every match - including at the world famous Wembley Stadium on ‘Carabao Cup’ final day.
The new deal is also set to benefit the game at all levels with significant funds being invested into community and grass roots football via the EFL Trust.
The title sponsorship is the latest in a series of high-profile football partnerships for the brand. Carabao has recently announced a new three-year principal partnership deal with Sky Bet Championship club Reading, which includes home and away kit sponsorship. In addition, Carabao is a principal commercial sponsor 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. I’d like to thank the Carabao team for their approach throughout the very positive negotiations and myself, and the team, look forward to working closely with them in the years to come.
“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.”