Coors Brewers has extended its sponsorship of the Carling Cup for a further three years. It will see the partnership with The Football League continue until 2012.
The agreement makes the relationship between Coors and The Football League one of the longest in football.
The new deal will extend the partnership to fourteen seasons, with Carling taking the lead for six seasons so far, and, prior to that, Coors beer brand Worthington’s for five.
The Carling Cup will receive live coverage from Sky Sports and BBC Sport throughout the three-year term. Both broadcasters will screen the final and each will show two live matches from the semi-finals.
Earlier in the competition Sky Sports will show two live matches per round from rounds one to five and there also will be highlights on the BBC.
Football League chairman Lord Mawhinney says he is “extremely heartened” by the deal, “considering the current economic climate”.