March 17 – The EFL Cup will continue to carry the Carabao name until at least the 2028/29 season after the Thai energy drinks company agreed an early extension with the English Football League (EFL).
The renewal ensures the competition will enter a 12th season under the same title partner, making it the longest-running naming partnership in the tournament’s modern history.
The new deal was struck ahead of this season’s final between Arsenal and Manchester City at Wembley Stadium, to be played this weekend.
The competition, won last year by Newcastle, has had many different sponsorship titles over the years, including Milk Cup and Littlewoods Cup – with the longest previous tenure being the Carling Cup.
It is England’s secondary knockout competition behind the historic FA Cup, yet it remains a valuable piece of silverware and, crucially, offers a pathway into the UEFA Europa Conference League.
For many clubs outside the elite, it is often the most realistic shot at lifting a trophy despite seemingly being the property of the ‘Big Six.’
Carabao Group chief executive Sathien Sathientham said: “As proud sponsor of the Carabao Cup since 2017, Carabao is honored to continue its long-standing partnership with the EFL.”
Commercially, the competition has become an important asset for the EFL. Under the renewed agreement, Carabao will retain a significant digital and in-stadium presence across League Cup fixtures, including promotional inventory and ticket allocations for its customers.
Next season’s tournament will also serve as the launch platform for Carabao Lager in the UK.
Sathientham said: “We are extremely delighted to have extended our sponsorship agreement through to the 2028/29 season.
“Being part of the competition’s journey for so many years is something we are incredibly proud of, and we look forward to supporting its growth and success for many seasons to come,”
Domestic broadcast rights remain with Sky TV as part of the EFL’s wider media agreement running through 2028/29, with a selection of fixtures including the final shown free-to-air on ITV.