Carabao energy drink has announced a three-year partnership as Official Title Sponsor of the EFL Cup.
Newly named the Carabao Cup, the partnership will see the Carabao brandadorn the ribbons of the EFL Cup for three seasons from the 2017/18 season.
The sponsorship, which will have the option of a further four years, will also see the UK’s newest energy drink become an Official Partner of the EFL from June 2017.
Carabao will be activating a multi-channel marketing campaign for the partnership, allowing them to talk to over 16 million UK football fans that walk through the turnstiles at EFL matches every season.
Carabao’s sponsorship will also be leveraged with a global audience, with the matches being shown in approximately 200 territories around the world.
The new deal is also set to benefit the game at all levels with significant funds being invested into community programmes via the EFL Trust.
Peter Gutierrez, CEO of Intercarabao, said: “As we continue to grow Carabao’s global brand presence, our new sponsorship of the EFL Cup and international partnership with the EFL will play a central part in helping us to achieve that goal. The EFL Cup shares the same values as Carabao, as it gives every team up and down the country - from the Premier League right through to League Two - the chance to showcase their physical power, extraordinary stamina and unbreakable spirit. We look forward to activating an exciting and innovative partnership with the EFL.”