Coors extends Carling Cup deal

Friday, 19 December 2008

The Football League and Coors Brewers have agreed a three-year sponsorship extension for the Carling Cup.

The new agreement, which is the largest in the competition's history, will see the beer brand continue to back the competition until 2012.

The partnership between The Football League and Coors Brewers is the longest running competition sponsorship in domestic football.

The new deal extends the relationship to fourteen seasons, with Coors having sponsored this competition for nine seasons through its Carling brand and a further five through its Worthington's brand.

In announcing three more years of the Carling Cup, Football League Chairman Lord Mawhinney said: "This is excellent news and a further boost to a competition that is currently in its best shape for many seasons.

"The Carling Cup remains a highly-coveted piece of silverware and an important source of finance for clubs at every level of the professional game.

"This significant increase will enhance further the Cup's reputation.

"Considering the prevailing economic climate, it is extremely heartening to have the continued support of a widely respected brand like Carling. Together, we will look to continue the progress made by this competition in recent seasons."

Martin Coyle, Director of Marketing for Carling, added: "This is great news - we are really proud to extend our association with the Carling Cup and to be part of this competition which has continued to go from strength to strength over the past few years; consistently giving football fans, ourselves included, some truly memorable moments.

"The sponsorship represents a significant investment for the brand.

"Our commitment to supporting British football, like our commitment to brewing Britain's best selling beer, remains unchanged."

Throughout the three year term of the new agreement, the Carling Cup will receive comprehensive coverage from Sky Sports and BBC Sport. Both broadcasters will provide live coverage of the Final, with each also showing two live matches from the Semi-Finals.

There will also be two live matches per round from Rounds One to Five on Sky Sports and competition highlights on the BBC.

Source: Coors