Carabao has announced a two-year extension to its partnership with the EFL Cup, which will see the low sugar energy drink brand continue as the title sponsor of the competition for the 2020/21 and 2021/22 seasons.
The announcement is designed to demonstrate Carabao’s commitment to the UK energy drinks market, and will allow the brand to give its independent retail partners access to more branded promotions and national advertising materials.
John Luck, cheif marketing officer at 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.”
Shaun Harvey, chief executive of the Football League, added: “We’re thrilled to have Carabao on board for another two years as the title sponsor for the EFL Cup. Carabao’s relationship with the EFL has enabled us to increase the appeal of the Cup internationally, providing fans across the world with an unrivalled experience of the English game.”