England/EFL: Carabao (energy drinks) extends as title sponsor of the League Cup (2024-2027)

Carabao, a Thai energy drink brand, has extended its naming rights to the English League Cup for an additional three seasons, covering the 2024-2027 cycle, announced the English Football League on 17/10/2023. The competition will therefore retain the name "Carabao Cup".

The extension brings the total duration of the agreement to ten seasons. Carabao initially became the title sponsor of the competition for three seasons (2017-2020) on 04/11/2016, before extending for the 2020-2022 and 2022-2024 cycles. The brand pays the EFL an estimated £6m (€6.9m) per year, for a total of £42m (€48m) over the first seven seasons of the partnership.

"Since the partnership began, Carabao and the EFL have activated internationally across Thailand and Asia showcasing the partnership and the competition to global audiences. Joint campaigns have included the Carabao 7-A-Side Cup, most recently hosted in Thailand in November 2022 by former League Cup winners David James and Louis Saha. The 'Coach the Coaches' initiative, launched in 2021, has seen coaches from EFL clubs travel to Southeast Asia to…