Not a headline I expected to write, but the EFL Cup – or League Cup for the purists – has gained a new sponsor this month.
The Football League, or EFL, have struck an agreement with Thai energy drinks brand Carabao to be the new sponsor of the League Cup, and the deal comes into play – and the Cup will be known as the Carabao Cup – from the start of 2017/18 campaign, and the deal agreed is for three years.
Yup – so most will continue to call it the League Cup then.
An announcement earlier this month from the Football League confirmed that the deal would last until 2020 and of course the sponsorship is part designed to increase the competitions pull in the ASEAN region as football continues to be a worldwide brand thesedays.
The standard ‘advertising’ package will see Carabao receive domestic and international commercial and branding rights, and as fans are accustomed to, the company’s colours will be shown on ribbons on the trophy, along with further branding on the match ball, perimeter boards, backdrops for pre and post game interviews and so on and come Cup Final day at Wembley for the new Carabao Cup, the brand will be easily spotted.
As part of the deal, it will also see funds described as ‘significant’ invested into community and grass roots football projects by the EFL Trust.
Carabao won’t be a new name for everybody, this deal comes on the back of a sponsorship deal they have struck with Reading for home and away kit sponsorship and they are also a commercial sponsor of Premier League Chelsea.
Chief executive of the Football League, Shaun Harvey said of the deal to the EFL Official Site.
‘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 said themselves of the deal.
‘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.’
At the launch in Bangkok, Thailand last Friday, Harvey added.
‘Football is an international sport, covering every corner of the world and our partnership with Carabao will allow us both to benefit from this global appeal. We look to partner with companies that have similar aspirations to the EFL and I have no doubt that the aims and objectives of Carabao fit perfectly with ours. Our ambition from this significant partnership is to provide a platform for both the EFL and Carabao to reach new audiences nationally and internationally.’
