Energy drink Carabao has signed a two-year extension of its naming partnership with the EFL Cup, England’s football league cup, which will be named the Carabao Cup until 2021-22.
The two-year extension will start when the current three-year contract expires at the end of the 2019-20 season.
Under the deal, Carabao also acquires exclusive assets it can share with its retail customers, including ticket giveaway promotions, national exposure via pitch-side advertising and prominent matchday-programme branding.
John Luck, chief marketing officer of Intercarabao UK, said: “Our sponsorship of the internationally-renowned EFL Cup has been a game-changer for us over the past two 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.”
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Carabao is a Thai drinks brand, which launched in the UK in 2016.
The partnership, the company said, has enabled the brand to grow its distribution footprint in the UK. Carabao Energy Drinks are now available in major retailers Asda, Morrisons, Sainsburys, Co-op, Spar, BP and WHSmith Travel.
As well as extending its initial three-year sponsorship of the EFL Cup, Carabao has invested in a number of other football partnerships, including deals with Premier League club Chelsea and Championship club Reading. Carabao has also sponsored the women’s teams at these clubs.