The English Football League (EFL) and energy drink brand Carabao have extended their title sponsorship of the EFL Cup competition, the Carabao Cup, for a further two years until 2024.
The Thai-baed company has developed the competition’s presence across the club, with last season’s Carabao Cup broadcast in 181 territories with a cumulative global audience of 103.4million – a figure that has increased by 32% since the 2019/20 season.
Dating back to 2017, the relationship was extended in 2019 and due to expire in 2022. According to the Daily Mail, the renewed contract is valued at £6 million per year.
“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,” said EFL Chief Commercial Officer, Ben Wright. “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.
“I’d like to thank Carabao for their continued support of the competition, especially throughout the pandemic. We’re looking forward to another action-packed season of Carabao Cup football with supporters back watching the action unfold.”
Yesterday, a total of 35 fixtures were drawn for the first round of the Carabao Cup, with teams drawn in Northern and Southern sections.
Reigning champions Manchester City – who have won the tournament for the last four years in a row – will defend their crown when the competition kicks off in the week commencing 9 August.
David Butcher, Managing Director of Carabao UK&I, noted: “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.
“We very much look forward to continue growing our relationships with the 92 competing clubs, as well as their supporters up and down the country until 2024. Finally, we cannot wait to see fans back on the terraces for the beginning of this season’s competition, or when it is safe to do so.”