Newcastle United have announced that as from next year, they will be competing in the Carabao Cup for the next three seasons.
Don’t worry, this is not yet a meaningless cup competition invented to congest the schedules even more, it is simply the latest rebranding of the League Cup.
Is it a step too far though?
The justification always is that it is extra money but in today’s cash laden game, why is it necessary?
Just because you can do something, it doesn’t mean you have to do it!
Whilst many of us simply keep on referring to it as the League Cup anyway, at least some of the sponsor names did seem to fit up to a point once you got used to them.
There is a full list below but I certainly can’t ever imagine having a conversation in the pub in the next few years, where I turn to my mates and start talking about the Carabao Cup???
(‘..and we’ll really shake them up, when we win the Carabao Cup…’)
Official Newcastle United Statement:
The EFL Cup will become the Carabao Cup from the start of next season after the Thai energy drinks brand agreed a three-year deal with the EFL.
As Official Title Sponsor of the competition and an EFL partner, Carabao will receive domestic and international commercial rights which will include the company’s colours adorning the ribbons of the trophy, the match ball, perimeter boards, backdrops for every pre and post-match interview as well as Carabao branding featuring in stadia at every match – including at Wembley on Carabao Cup final day.
The new deal is also set to benefit the game at all levels with significant funds being invested into community and grass roots football via the EFL Trust.
Shaun Harvey, EFL Chief Executive, said: “This is a significant agreement for both parties and I’m delighted to welcome Carabao on board as an official title sponsor of the EFL Cup. We are equally as pleased that in a tough and competitive sponsorship marketplace we have managed to agree on a deal that meets with our valuation of the property.
“We opted to take our time in bringing this matter to a successful conclusion and feel we have now secured the best outcome possible for the EFL and the clubs we represent. Of course, it was imperative the deal met Carabao’s requirements and the inventory has been designed to ensure it complements their existing and future marketing strategies. I’d like to thank the Carabao team for their approach throughout the very positive negotiations and myself, and the team, look forward to working closely with them in the years to come.”
Pairoj Piempongsant, Chairman of Intercarabao, stated: “The EFL Cup embodies the very essence of British football consciousness. All 92 clubs in the country competing in the first major cup competition of the season, culminating in the final at Wembley. The EFL Carabao partnership represents a unique platform to expand the Carabao brand nationally and globally; and thus leveraging the universal “fighting spirit” of football with a truly powerful global platform that will bring new awareness to the EFL internationally, while also establishing Carabao as a major player in the global Energy Drinks market.”
LEAGUE CUP SPONSORS DOWN THE YEARS
1960/61–1980/81 Football League Cup
1981/82–1985/86 Milk Cup
1986/87–1989/90 Littlewoods Challenge Cup
1990/91–1991/92 Rumbelows Cup
1992/93–1997/98 Coca-Cola Cup
1998/99–2002/03 Worthington Cup
2003/04–2011/12 Carling Cup
2012/13–2015/16 Capital One Cup
2016/17 EFL Cup (No sponsor)
2017/18–2020/21 Carabao Cup