Carling replaces Worthington in £11m, three-year sponsorship of League Cup

The Football League has signed Coors Brewers lager brand Carling to sponsor its flagship League Cup in a three-year deal worth about &£11m.

A Football League spokesman says that the deal is worth more than the previous four-year sponsorship with Coors’ stablemate beer brand, Worthington. Although the previous deal was said to be worth &£4m a year, the spokesman says that this was an inflated figure that has been topped by the new partnership.

He says: “The deal is an achievement for the Football League at a depressed time in the sponsorship market, and with a well-disposed company. There are a lot of happy faces today.”

The decision to renew its main football sponsorship marks a reversal of strategy for Coors, which decided to terminate the Worthington deal after it took control of the company in 2002.

The deal will see a return to top-flight football sponsorship for Carling, which sponsored the Premiership for eight years until 2001. Carling quit football to sponsor music events when the Premier League trebled the cost of the sponsoring the league to &£9m.

Coors has kept an association with football and promises to spend more than &£30m on sponsorship within the sport during the next three years. Carling sponsors Celtic and Rangers, as well as a number of Premiership football clubs.

Smirnoff was reported to be close to sponsoring the League Cup, but talks collapsed earlier this month (MW June 5). The cup has previously been sponsored by Littlewoods, Coca-Cola and the Milk Marketing Board.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here