EFL extends Carabao Cup title deal until 2028/29

The English Football League has renewed its title sponsorship agreement with Carabao for the League Cup in a two-year extension that will run until the end of the 2028/29 season.The renewal takes the relationship to 12 seasons since it began in 2017, which the EFL said makes Carabao the longest-serving naming partner in the competition’s 66-year history.Trevor Birch, the EFL’s chief executive, said: “We’re delighted to extend our long-standing partnership with Carabao, taking their title sponsorship of the League Cup to 12 seasons – the longest in the competition’s history.“Carabao have been an outstanding partner throughout, and this renewal underlines a shared commitment to help the competition continue to flourish.”The deal was announced ahead of this weekend’s final between Arsenal and Manchester City, with the EFL using the occasion to underline the competition’s role in delivering broadcast inventory and matchday value across the professional game.The league said the Carabao Cup has grown its international footprint since the partnership began, with broadcast reach now spanning 177 territories, alongside a reported 20% increase in attendances over the same period.From next season, the agreement will also incorporate the UK launch of Carabao Lager, with the brand set to increase its activation around selected fixtures through stadium branding and supporter sampling.Carabao also plans to continue community-facing activity tied to the partnership, including the ‘Coach the Coaches’ programme in Thailand, which has been used as a platform to support grassroots development and reinforce the company’s positioning in its home market.Sathien Sathientham, Carabao Group’s chief executive, said: “As proud sponsor of the Carabao Cup since 2017, Carabao is honoured to continue its long-standing partnership with the EFL.“We are extremely delighted to have extended our sponsorship agreement through to the 2028/29 season.”For the EFL and its 72 clubs, the renewal locks in a long-running, category-led title partner at a time when rights holders are placing greater emphasis on multi-market activation and product-led campaigns that can be scaled across live matchdays and global broadcast distribution.The governing body did not disclose financial terms, but the extension preserves one of the most visible commercial assets in English football’s domestic calendar while giving Carabao additional runway to build UK retail presence alongside its established association with the competition.