Drinks company Carabao has this week agreed to extend its sponsorship of the English Football League (EFL) Cup for a further two years.
It means the historic cup competition – which includes 92 teams from Leagues One and Two, the Championship, and the Premier League – will continue to be known as the Carabao Cup until 2024.
Based in Thailand, Carabao burst onto the football scene in 2015 after becoming the main sponsors of Championship side Reading FC, before sponsoring Chelsea in 2016 and the EFL Cup in 2017.
While no value was given for the latest renewal, it was reported in 2019 that the multi-million-pound agreement was the “biggest-ever commercial sponsorship” of the competition – signalling the strength and popularity of English football around the world.
According to the latest figures, the 2020/21 Carabao Cup was broadcast in some 181 territories across the globe with a cumulative audience of more than 103 million. This represents a rise in viewership of 32 per cent compared to the previous year’s competition.
Commenting on the deal, 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 competition offers Carabao the unique opportunity to connect with millions of football supporters whilst helping us to showcase the competition at home and on a global stage.”
David Butcher, Managing Director of Carabao UK&I, added: “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. The competition has been a fantastic asset for the brand, giving us the opportunity to grow our customer base in the UK, at the same time raising awareness for Carabao among football fans all over the world.”
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