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Football League begin search for new League Cup sponsor

Tue 27th Sep 2011 | Football Sponsorship

The Football League is to begin discussions with potential new sponsors for its showpiece cup competition, the League Cup, after the exclusive negotiating period of current partners Molson Coors (UK & Ireland) concluded without agreement being reached on an extended term.

Football League Chairman, Greg Clarke said: "This is the first time in 14 years that this sponsorship has been available in the marketplace and we look forward to offering potential sponsors the rare opportunity to put their brand on one of domestic football's major competitions.

"The growth in popularity of English football on the world stage, which has led to the League Cup being broadcast in more than 150 countries, means that this is also a sponsorship with global appeal."

Molson Coors' sponsorship of the League Cup began in 1998 and at 14 seasons represents one of the longest and most successful in domestic sport. The company will continue to sponsor the Carling Cup until the end of the 2011/12 season.

Clarke added: "Molson Coors have been outstanding partners and have played an important part in helping us restore the competition's status and public appeal. We are hugely grateful for the support they have given us."

Chris McDonough, Marketing Director, Molson Coors (UK & Ireland) said: "Carling's sponsorship of the League Cup has been extremely successful and helped to reinforce its status as the UK's best-selling lager and one of the leading supporters of football in this country.

"We continue to be very proud of our work with the Football League in transforming the perception of the competition amongst football fans and despite the contract being up for renewal in 2012 we are continuing to discuss the future of the competition with The Football League. But for the time being, we will focus on making this season's competition as memorable as previous seasons and Saturday's fourth round draw has thrown up some intriguing ties, led by Aldershot Town at home to Manchester United."

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