Competition will retain Carabao Cup name until 2021/22 season, furthering the brand’s investment in football and commitment to UK energy drink market.
The EFL and Carabao have today announced a two-year extension of its partnership with the EFL Cup, which will see the brand continue as the title sponsor of the Cup competition for both the 2020/21 and 2021/22 seasons.
The partnership, which began in 2017, has raised the profile of the Carabao brand amongst football supporters in the UK and abroad, contributing to their huge brand awareness growth of 56% in 2018/2019 and provided the EFL with a platform to reach new international audiences in the ASEAN region and continue the growth of the EFL Cup competition worldwide.
Last year’s competition was broadcast in 132 territories to hundreds of millions of people worldwide, with over 1.2 million people attending Carabao Cup fixtures throughout the season. As the first piece of silverware on offer in the domestic season, the competition culminates in a showpiece Wembley Final.
Over 81,000 supporters attended the 2019 contest between Chelsea and Manchester City at Wembley Stadium, with Raheem Sterling scoring the decisive goal to see City crowned winners for a second consecutive year.
The deal also marks the biggest-ever commercial sponsorship of the Cup, enabling Carabao to engage directly with fans of all 92 football clubs in the UK and to continue as the official international partner of the English Football League.
As well as extending its initial three-year sponsorship of the EFL Cup, the past few years have seen Carabao invest heavily in a number of other football partnerships, from Chelsea FC and Chelsea Women to Reading FC and Reading Women.
John Luck, CMO of Intercarabao UK, said: “Our sponsorship of the internationally renowned EFL Cup has been a game-changer for us over the past two years in terms of driving awareness and sales of Carabao.
“We’re committed to growing the brand both in the UK and abroad by appealing to energy-starved men and women of all ages and bringing even more consumers into the category. With over 27 million fans in the UK alone, football remains an important asset to help us achieve our growth plans.”
Shaun Harvey, Chief Executive of the Football League, said: “We’re thrilled to have Carabao on board for another two years as the title sponsor for the EFL Cup. 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.”