EFL secures £42M sponsorship of the league cup over seven years with Carabao

The EFL has extended its partnership with Carabao, which will see the Thai drinks firm continue to support the league cup until 2024 in a deal now worth £42 million.

The deal is a huge boost, and a tidy piece of business, for the EFL after a difficult 18 months caused by the coronavirus pandemic.

It also a clear statement of intent that the EFL will fight for the future of the Carabao Cup.

Manchester City lifted the Carabao Cup in front of 8,000 fans at Wembley in April

Clubs have raised concern over the long-term existence of the competition after UEFA declared its intention to dramatically expand the Champions League, a move many believe could squeeze the League Cup out of the football calendar.

The announcement on Thursday, confirms a two-year extension to current partnership, which is worth £6 million-a-year.

The link with Carabao, a Thai-based company, has provided the EFL with a platform to develop the competition’s presence across the globe. Last season’s matches were broadcast in 181 territories with a cumulative global audience of 103.4million – a figure that has increased by 32 per cent since the 2019/20 season.

Brentford lost the semi-final to Tottenham, and Manchester City lifted the trophy last year

Championship side Brentford knocked out Newcastle in last season’s competition

The EFL points out that these figures ‘demonstrate how the competition remains a popular fixture in the football calendar both at home and abroad’.

It is also hugely important for the lower leagues. The League Cup competition has been played for sixty years and generates around £90 million per season in revenue. It is a lifeline for clubs in League One, Two and the Championship.

EFL Chief Commercial Officer Ben Wright says: ‘We are incredibly pleased to extend the EFL’s partnership with Carabao, it is a title sponsorship that has been hugely successful for both parties and highlights the strength of the competition both domestically and internationally. 

‘The competition offers Carabao the unique opportunity to connect with millions of football supporters whilst helping us to showcase the competition at home and on a global stage.

Manchester City fans enjoyed their day at Wembley watching their side beat Spurs 1-0

‘I’d like to thank Carabao for their continued support of the competition, especially throughout the pandemic. We’re looking forward to another action-packed season of Carabao Cup football with supporters back watching the action unfold.’

The League Cup has earned its place in the English football tradition. It has produced some memorable moments with Swindon Town, Stoke City and Birmingham City all lifting the Cup over the decades. 

More recently Pep Guardiola’s Manchester City have become the competition’s most successful club during Carabao’s reign, with four consecutive final victories to equal Liverpool’s eight overall titles. 

City have lifted the League Cup on four consecutive occasions during Carabao’s reign

And it has also provided young players with some of their first opportunities in senior football with England internationals Jude Bellingham and Dominic Calvert-Lewin making their debuts in the competition and, Phil Foden scoring his first Manchester City goal against Oxford United back in the 2018/19 Carabao Cup campaign.

The Carabao Cup has offered top players their first taste of senior football

However, UEFA’s plans to expand the Champions League have been seen as a serious threat to the League Cup, which makes the extension of the existing deal all the more significant.

Earlier this year, UEFA was on the cusp of agreeing to expand its blue riband competition from 32 teams to 36 and increase the number of matches in the group phase from six to 10 per team.

This would lead to an additional 100 matches per season from 2024 and dramatically constrain the available dates for domestic competition, including the Carabao Cup.

In the end, the emergence of the European Super League meant plans were not finalised and the European Leagues’ organisation has mounted a rearguard action to reduce the planned expansion. 

Crystal Palace chairman, Steve Parish, has led the support of the Carabao Cup at European Leagues’ meetings. 

‘The league cup is the largest financial contributor to the EFL and this proposal will probably see the end of that in its entirety or reduce it to some sort of youth competition,’ he said of the expansion plans in March.

Crystal Palace chairman Steve Parish says there is ‘large momentum for change’ on reforms

‘Where does this all end? The creep is never ending. We are talking about a transfer of value from domestic leagues to European competition. It is very concerning.

‘Domestic competition in the end [will take] a secondary seat to a European Super League.’ 

David Butcher, Managing Director of Carabao UK&I said: ‘As we move into our fifth season of the Carabao Cup, we’re absolutely delighted to have renewed our title sponsorship for a further two years. 

‘The competition has been a fantastic asset for the brand, giving us the opportunity to grow our customer base in the UK, at the same time raising awareness for Carabao among football fans all over the world.’