May 6, 2021

Energy drink brand Carabao announces multi-million pound deal

Carabao today (30th May) announces a two-year extension of its partnership with the EFL Cup, which will see the low sugar energy drink brand continue as the title sponsor of the Cup competition for both the 2020/21 and 2021/22 seasons. The current three-year deal is due to expire at the end of the 2019/20 season.

The extension demonstrates Carabao’s continued commitment to the UK energy drinks market, signifying the importance of the UK market to the megabrand and the opportunity it represents for the company’s global expansion plans. The deal also marks the biggest-ever commercial sponsorship of the Cup, enabling Carabao to engage directly with fans of all 92 football clubs in the UK and to continue as the official international partner of the English Football League.

As well as extending its initial three-year sponsorship of the EFL Cup, the past few years have seen Carabao invest heavily in a number of other football partnerships, from Chelsea FC and Chelsea Women to Reading FC and Reading Women. These high-profile football sponsorships have helped drive unprecedented UK awareness of Carabao, now the #3 energy drink brand for unprompted awareness of comms – above Monster Energy. Impressive for such a young brand, which was previously relatively unknown outside of Thailand, from where the drink originates.

John Luck, CMO of Intercarabao UK, said: “Our sponsorship of the internationally renowned EFL Cup has been a game-changer for us over the past two years in terms of driving awareness and sales of Carabao. We’re committed to growing the brand both in the UK and abroad by appealing to energy-starved men and women of all ages and bringing even more consumers into the category. With over 27m fans in the UK alone, football remains an important asset to help us achieve our growth plans.”

Shaun Harvey, Chief Executive of the Football League, said: “We’re thrilled to have Carabao on board for another two years as the title sponsor for the EFL Cup. Carabao’s relationship with the EFL has enabled us to increase the appeal of the Cup internationally, providing fans across the world with an unrivalled experience of the English game.”  

The high-profile partnership has also enabled Carabao to share exclusive football assets with its retail customers, including ticket giveaway promotions, national exposure via pitch-side advertising and prominent matchday-program branding.

The partnership has also enabled strong momentum behind the brand’s distribution footprint and Carabao Energy Drinks are now available in Asda, Morrisons, Sainsbury’s, Co-op, Spar, BP and WHSmith Travel. As the UK’s #1 fastest growing stimulation energy drink, Carabao is a very different kind of energy drink, offering a range of fruity flavours – from Green Apple to Mandarin Orange, all of which contain 60% less sugar than major rivals such as Red Bull.