SBD/June 1, 2012/Marketing and Sponsorship

Capital One Signs Four-Year Naming Rights Deal With English Football's League Cup

Capital One replaces Carling's three-year, $30.7M deal with the Football League
Capital One “has been confirmed as the title sponsor of the League Cup after signing a four-year deal with the Football League,” according to Russell Parsons of MARKETING WEEK. The credit card brand “will replace Carling" from the start of the '12-13 season. The value of the deal is undisclosed but the Football League “had been pushing hard to improve" the three-year, US$30.7M deal Carling reportedly had. The league "cast its net globally to find a sponsor”(MARKETINGWEEK.co.uk, 6/1). GOAL.com's Jay Jaffa noted the tournament has been sponsored “by various companies over the years, including Coca-Cola, Worthington's and Carling -- a brand of parent brewing company Molson Coors.” The tournament has been known as the Carling Cup since '03. The League Cup “is widely seen as a lesser title than the more storied FA Cup, but has been used by many Premier League clubs in recent years as a method of handing young prospects valuable first-team experience” (SPORTS.YAHOO.com, 5/31).
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