Carabao has announced the extension of its partnership with the EFL, which will see the Thai energy drinks brand continue as Official Title Sponsor of the Carabao Cup until 2022.

Having began in 2017, the EFL partnership allowed Carabao to strengthen its UK footprint, with last year’s competition being broadcast in 132 territories to hundreds of millions of people worldwide, with over 1.2 million people attending Carabao Cup fixtures throughout the season.

Shaun Harvey, EFL Chief Executive, commented on the extension: “Our partnership with Carabao over the last two seasons has been hugely successful for both parties, allowing us to continue the growth of our competitions on both the domestic and international stage whilst providing Carabao with unparalleled reach to millions of football supporters as they build awareness of their brand and look to convert EFL supporters to Carabao customers.

“I’d like to thank Carabao for their support since 2017 and with an additional two year extension I’m sure both they and the EFL will continue to benefit from the relationship moving forwards.”

The partnership also allowed the EFL to expand the presence of the trophy in Asia, with a platform to reach new international audiences in the region, drawing widespread interest through hosting draws across the globe in Bangkok, Beijing and Ho Chi Minh City.

John Luck, CMO of Intercarabao UK, added: “Our sponsorship of the internationally renowned EFL Cup has been a game-changer for us over the past 2 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.”

Previous articleCatapult Sports: Placing a deeper focus on player protection with analytics
Next articleMLS unites with Liga MX for new Leagues Cup competition