Chelsea and Reading FC sponsor, Carabao has announce a new 3-year partnership with the EFL, which will see the Thai energy drinks brand become Official Title Sponsor of the EFL Cup.
Newly named the Carabao Cup, the partnership will see the Carabao brand adorn the ribbons of the EFL Cup for three seasons from the 2017/18 season.
The sponsorship, which will have the option of a further four years, will also see the UK’s newest energy drink become an Official Partner of the EFL from June 2017.
The new multi-million tie-up is one of significant value for the EFL and the EFL Cup competition. Carabao will be activating a multi-channel marketing campaign for the partnership, allowing them to talk to over 16 million UK football fans that walk through the turnstiles at EFL matches every season.
Carabao’s sponsorship will also be leveraged with a global audience, with the matches being shown in approximately 200 territories around the world. The new deal is also set to benefit the game at all levels with significant funds being invested into community programmes via the EFL Trust.
The title sponsorship is the latest in a series of high-profile football partnerships for the brand which includes the principal commercial sponsorship of the Chelsea FC, as well as official training-wear partner, for the next three seasons.
The energy drink has also recently announced a new three-year principal partnership deal with Reading FC, including home and away kit sponsorship.
Peter Gutierrez, CEO of Intercarabao, comments: “We’re hugely excited to be announcing our new title sponsorship of the EFL Cup – a competition that holds great tradition within the football calendar.
“As we continue to grow Carabao’s global brand presence, our new sponsorship of the EFL Cup and international partnership with the EFL will play a central part in helping us to achieve that goal.
“The EFL Cup shares the same values as Carabao, as it gives every team up and down the country – from the Premier League right through to League Two – the chance to showcase their physical power, extraordinary stamina and unbreakable spirit.
“We look forward to activating an exciting and innovative partnership with the EFL.”
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.”