The English Football League (EFL) has secured a three-year partnership extension with the Thai energy drink brand, Carabao Energy Drink.
Following the extension, Carabao Energy Drink will prolong to be the title sponsor of the League Cup, till the end of the 2026-27 season.
The story of the @Carabao_Cup continues… 🏆@CarabaoUK and the #EFL have renewed their partnership until 2026/27, making it 10 seasons together.#CarabaoCup | #EFLxCarabao
— EFL (@EFL) October 17, 2023
By the conclusion of the new agreement, the EFL and Carabao partnership will complete 10 seasons, making the energy drink company the League Cup’s longest-running title sponsor.
Since the association started, both bodies have promoted the alliance and the competition to a wide audience with international activations in Thailand and Asia.
Ben Wright, EFL Chief Commercial Officer, said, “The Carabao Cup is an incredibly valuable asset to the EFL and its Clubs, and the relationship with Carabao over the last seven years has played an important role in the life of English football. The longevity of Carabao’s association with the League Cup only amplifies the value the competition holds in the football calendar for Clubs and their supporters up and down the country.
He also added, “We thank Carabao for their commitment to the EFL, our Clubs and our competitions and look forward to this next term and celebrating a decade of partnership”.
Sathien Sathientham, CEO, Carabao Group, said, “We are delighted to renew with the EFL and extend our title sponsorship of the Carabao Cup through to 10 seasons in 2027. The competition has seen the brand go from strength to strength, both in the UK and globally, as we see the positive impacts of increased awareness of Carabao products and customer base among football fans”.
He further expressed, “We are honoured to play our part in a competition and event such as the Carabao Cup Final at Wembley Stadium, and look forward to continuing our relationship with the EFL, the 92 participating clubs and all of their fans for a further three seasons.”
The Thai energy drink, Carabao Energy Drink was introduced by Carabao Tawandang Co Ltd in 2002. It is currently the second-most popular energy drink in Thailand. It commands a significant market share of 20% in Thailand, where it is the main brand of Carabao Tawandang.