England: Carabao (energy drinks) acquires the naming rights to the League Cup (2017-2020)

Carabao, a Thai energy drink brand, has become the title sponsor of the EFL Cup, the English League Cup, and an official partner of the EFL, on 04/11/2016. The three season partnership (2017-2020), which will see the competition called the Carabao Cup, will begin in 2017-18.

Carabao succeeds Carling (beer brand, 2003-2012) and Capital One (bank, 2012-2016), both of whom paid £5.5 million per season for the partnership (€7.1m as of 01/06/2016), as the title sponsor of the English League Cup. The Thai beverage brand will pay the English Football League an estimated £6 million per season (€6.7m as of 07/11/2016), according to British media.

Under the agreement, the Carabao logo is to appear on the ribbons that adorn the trophy, as well as a presence on the official ball of the EFL Cup. The brand also gets visibility via the LED and fixed advertising panels at stadiums of the competition, as well as on the interview panels. Carabao's rights are valid not only in the UK, but also internationally.

"The growing global appeal of the EFL Cup was pivotal to securing the sponsorship and it is…