La Coupe de la Ligue anglaise change de nom !

EFL Cup trophy Carabao Cup trophy

Depuis le départ annoncé de Budweiser, la FA (fédération anglaise de football) était partie à la recherche d’un nouveau sponsor majeur pour ses compétitions domestiques et notamment la English Football League Cup (Coupe de la Ligue Anglaise), officiellement nommé la Capital One Cup depuis la vente du naming à la marque Capital One.

Cette recherche a pris fin cette semaine après l’officialisation de la FA du nouveau partenaire titre de la compétition, la boisson énergisante thailandaise, Carabao, et ce jusqu’en Juin 2017.

Déjà sponsor maillot du club de Reading, la marque Carabao a pour objectif de renforcer sa présence au Royaume-Uni et dans d’autres marchés et va donc utiliser ce partenariat pour gagner en notoriété auprès du grand public.

Le montant du partenariat n’a pas été annoncé par l’English Football League mais son Chief Executive, Shaun Harvey a confirmé que le montant était logique « par rapport à la place de l’EFL Cup (English Football League Cup) dans la hiérarchie des compétitions ».

Harvey a ajouté « c’est un accord important pour les deux parties et je suis heureux d’accueillir Carabao comme « official title sponsor » de l’EFL Cup. Nous sommes d’autant plus heureux car nous évoluons dans un marché où le sponsoring est une activité compliquée et compétitive mais nous avons réussi à trouver un deal qui correspond à la valeur de notre bien. »

Pairoj Piempongsant, chairman of Intercarabao, a déclaré à son tour : “La Coupe EFL symbolise l’essence même du football Britannique moderne. Tous les 92 clubs du pays participent dans la première compétition de Coupe de la saison et ils vont tous batailler dur pour obtenir leur place en finale à Wembley. »

A noter que l’EFL Cup est abonné au naming puisqu’il faut remonter au début des années 80 pour retrouver le premier deal de naming avec le Milk Marketing Board qui changea le nom de la compétition pour la « Milk Cup » entre 1981-82 et 1985-86. Depuis, d’autres marques se sont succédées comme Littlewoods, Rumbelows, Coca-Cola, Worthington, la marque de bière Carling et plus récemment Capital One.

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