1 hour ago1 hr Carabao has extended its partnership with the English Football League (EFL) until 2029, ensuring the competition remains known as the Carabao Cup through the 2028/29 season. The announcement comes ahead of the final between Arsenal F.C. and Manchester City F.C. at Wembley Stadium on March 22, 2026. The extension cements Carabao’s position as the longest-running title sponsor in the competition’s history, reaching a total of 12 seasons.Get today's headlines by email Carabao first became title sponsor in 2017, during a period that has seen notable success for several clubs. Manchester City dominated the competition under Pep Guardiola, winning four consecutive titles in the Carabao Cup era. Other winners include Manchester United F.C., Liverpool F.C. and Newcastle United F.C., with Newcastle ending a wait of more than 70 years for a major trophy at Wembley.The tournament has also grown significantly in reach and popularity during Carabao’s sponsorship. More than 10 million fans have attended matches, representing an increase of about 20%, while cumulative global broadcast audiences have surpassed 1 billion viewers. The competition is now broadcast in 177 countries, reflecting its expanding international appeal.A key feature of the renewed agreement is the introduction of Carabao Lager in the United Kingdom from next season. The product will be launched across football grounds nationwide, with fans able to sample the premium lager at selected matches. This move is designed to strengthen the connection between the Carabao brand and football audiences.Beyond sponsorship, the partnership includes football development initiatives in Thailand. Programmes such as Carabao Coach the Coaches have trained more than 1,800 youth-level coaches, while Carabao Grassroots Football focuses on developing skills among children under 12 using EFL training methods. Additional initiatives, including the Carabao 7-a-Side Cup and Trophy Tour events across Thailand, Vietnam and China, have further extended the competition’s global footprint.Trevor Birch, chief executive of the EFL, said the extension reaffirmed the long-standing relationship and highlighted a shared commitment to growing the competition. Sathien Setthasit, chief executive of Carabao Group, said the company was honoured to continue the partnership and remained committed to supporting the tournament and its global fan base.The Nation reported that the extended agreement will see the Carabao Cup continue under its current branding until the end of the 2028/29 season. The introduction of Carabao Lager and ongoing international initiatives are expected to further strengthen the competition’s commercial and global reach.Pictures courtesy of The NationJoin the discussion? Already a member? Adapted by ASEAN Now Nation 20 Mar 2026 View full article
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