Capital One is new League Cup sponsor

Capital One has been confirmed as the title sponsor of the League Cup after signing a four-year deal with the Football League.

carling cup

The credit card brand will replace Carling from the start of the 2012/13 season. The Molson Coors owned brand all but ended its 14-year association in September last year after failing to agree an extension before the end of its exclusive negotiation period.

The value of the deal is undisclosed. The Football League had been pushing hard to improve the £20m over three-years Carling is said to have paid and had cast its net globally to find a sponsor to match its aspirations to sell the now Capital One Cup to international broadcasters.

Capital One is owned by US company Capital One Financial Corporation. But for the UK, it has limited presence outside North America after scaling back interests in Spain, Italy, France and South Africa.

For Capital One, the sponsorship offers an opportunity to boost brand awareness. Marketing of late has been limited to direct and press channels.

Brian Cole, chief executive of Capital One, says the sponsorship offers it a chance to “introduce ourselves to millions of football fans across the country.”

Capital One claims it has three million credit card customers in the UK. It opened its UK headquarters in Nottingham in 1997.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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