This weekend’s Carabao Cup Round Four Draw will be hosted by former England International and pundit Rachel Yankey, alongside TV and Countdown presenter Rachel Riley.
Airing live on Quest on the EFL’s highlights programme at 9pm on Saturday 29th September, this will mark the first time the draw for the Carabao Cup has been conducted by two female presenters.
Having Riley and Yankey as hosts of the last 16 draw reinforces Carabao’s mission to appeal to male and female consumers – both within the energy drinks market as well as more broadly in the sectors Carabao invests in, including football.
With successful initiatives like Carabao’s We Are Female Fans campaign earlier this year – which aimed to change negative female football fan stereotypes – the power of broad-ranging marketing campaigns has been proven to bring new, and more diverse consumers to the sector.
Commenting on Twitter, Rachel Riley said: “Following in the hallowed footsteps of Donald Trump and Rod Stewart… I’m helping with a cup draw! Specifically, the @Carabao_Cup. Needed to make sure Man United were represented somehow!”
Simon Downing, Quest’s Head of Channel, said: “We are thrilled to be broadcasting the Round Four draw live. The Carabao Cup is a great competition and as it enters the Last 16, I’m sure there’ll be some really exciting match-ups which we’ll look forward to showing highlights of on ‘Carabao Cup on Quest’.”
Rachel Hildyard, Senior Brand Manager at Carabao Energy Drink, said: “The Round Four Draw is always an exciting one, and we’re looking forward to bringing it to fans this time round with Riley and Yankey, both of whom really capture the essence of what we’re trying to achieve more broadly as a major football sponsor.
“This is the first time the Carabao Cup draw is being conducted by women, and as such, we continue our on-going ambition as a challenger brand in our sector to approach things differently – particularly in football.”