The EFL Cup, English soccer’s secondary knockout competition, has extended its long-running partnership with Carabao, the Thailand-based energy drinks brand, by three years.
Under the extension, the brand remains the title sponsor of the Carabao Cup until the end of the 2026-27 season.
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The renewal takes the partnership past the 10-season mark and makes it the longest title sponsor in league cup history having begun in the 2017-18 campaign.
The partnership has involved Carabao and the EFL activating internationally across Thailand and the rest of Asia to showcase the partnership and competition.
The existing agreement was set to run until the end of the 2023-24 season after the last renewal in 2021.
Ben Wright, EFL chief commercial officer, said: “The Carabao Cup is an incredibly valuable asset to the EFL and its clubs, and the relationship with Carabao over the last seven years has played an important role in the life of English football.
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By GlobalData“The longevity of Carabao’s association with the league cup only amplifies the value the competition holds in the football calendar for clubs and their supporters up and down the country.”
Carabao Group chief executive Sathien Sathientham added: “The competition has seen the brand go from strength to strength, both in the UK and globally, as we see the positive impacts of increased awareness of Carabao products and customer base among football fans.”
The fourth round of this season’s Carabao Cup is set to be played in the week commencing October 30.
The EFL has been active in terms of commercial dealings in recent weeks, striking a five-year agreement with cereal brand Kellogg’s and renewing with German sportswear heavyweight Puma and computer game Football Manager.
In terms of other top-tier EFL commercial sponsors, Sky Bet is the body’s title partner in a deal running through 2028-29, with other key tie-ups including agreements with brands including Carabao, Electronic Arts, and eBay.
