The EFL Cup "will be known as the Carabao Cup from next season in a three-year sponsorship deal" worth £18M ($22.5M), according to the BBC.
The agreement with the Thai energy drinks brand "is a slight increase on a previous deal with American credit card provider Capital One."
Carabao already sponsors League Championship club Reading (BBC, 11/4). The London TELEGRAPH reported the deal with Carabao will run until '20 and is the "latest in a series of high-profile football partnerships for the Thai brand." Carabao recently signed a new three-year partnership with Reading, including home and away kit sponsorship, "while it is also a principal commercial sponsor of Chelsea" (TELEGRAPH, 11/4). THE DRUM's Tony Connelly reported as the official title sponsor and EFL partner, Carabao "will benefit from a series of domestic and international commercial rights that will form a major part of the brand’s growth strategy in targeted markets at home and abroad."
Carabao’s marketing around the competition "will see its brand colours adorn the ribbons of the trophy, the match ball, perimeter boards at every match across all stadiums and backdrops for every pre and post-match interview" (THE DRUM, 11/4).
