May 31 – The English Football League has extended its deal with the Carabao energy drink brand for a further two years.
Described as a “multi-million pound deal”, the League Cup (it is played for by the 92 professional clubs in England’s top four divisions) will continued to be called the Carabao Cup until the 2021/22 season, taking it five years of association with the Cup.
The new deal is the biggest-ever commercial sponsorship of the Cup, and Carabao says it “has already contributed to unprecedented awareness” of its brand amongst football fans.
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.”
Carabao says it is now the third ranked energy drink brand for “unprompted awareness of comms– above Monster Energy. Impressive for such a young brand, which was previously relatively unknown outside of Thailand, from where the drink originates.”
The partnership has also helped the Carabao brand break down the UK High Street distribution barriers, now being available in the major high street chains including Asda, Morrisons, Sainsburys, Co-op, Spar, BP and WHSmith Travel stores.
As well as title sponsorship, Carabao has been able to share exclusive football assets with its retail customers, including ticket giveaway promotions, national exposure via pitch-side advertising and prominent matchday-programme branding.
Shaun Harvey, chief executive of the Football League, said: “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.”
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