June 24 – Thai energy drink Carabao has added another two years to its title sponsorship of the English Football League’s cup competition – the Carabao Cup – taking the partnership through to the end of the 2023-24 season.
Carabao first became the title sponsor of the cup competition in 2017 and renewed in 2019.
EFL chief commercial officer Ben Wright said: “We are incredibly pleased to extend the EFL’s partnership with Carabao, it is a title sponsorship that has been hugely successful for both parties and highlights the strength of the competition both domestically and internationally.”
The Carabao Cup has been one of the EFL’s core assets despite a number of Premier League clubs complaining that it adds too many matches to their crowded season. The reality is that fans support it and with the carrot of a Wembley final it has maintained its status as an important element of the English fixture list.
In doing so it has also expanded its marketing reach both through the greater domestic connectivity of the EFL’s 72 clubs and the 20 Premier League clubs, as well as internationally.
Last season’s Carabao Cup matches were broadcast in 181 territories with a cumulative global audience of 103.4million – a figure that has increased by 32% since the 2019/20 season.
The competition has also innovated in recent years, hosting competition draws across the world in Bangkok, Beijing and Ho Chi Minh City.
As part of its title sponsorship Carabao has prominent digital and in stadia presence across all Cup fixtures and a range of assets including tickets.
David Butcher, Managing Director of Carabao UK and Ireland, said: “As we move into our fifth season of the Carabao Cup, we’re absolutely delighted to have renewed our title sponsorship for a further two years…Our partnership with the competition has clearly had a positive effect on supporters, with football fans now 1.6x more likely to purchase a can.”
The multi-million pound renewal in 2019 was billed as the “biggest-ever commercial sponsorship” of the competition. No value was given for the latest renewal.
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