Football League starts Cup sponsor search

The Football League is on the lookout for a new title sponsor for its showpiece cup competition for the first time in 14 years after Molson Coors declined to extend its current deal.

The beer company, through its Carling brand, has backed the League Cup since 1998 and its current deal expires at the end of this season. The Football League revealed that Molson Coors’ exclusive negotiating period concluded without agreement being reached on an extended term.

“This is the first time in 14 years that this sponsorship has been available in the marketplace and we look forward to offering potential sponsors the rare opportunity to put their brand on one of domestic football’s major competitions,” said Football League chairman Greg Clarke. “The growth in popularity of English football on the world stage, which has led to the League Cup being broadcast in more than 150 countries, means that this is also a sponsorship with global appeal.”

Chris McDonough, marketing director of Molson Coors (UK & Ireland), added: “Carling’s sponsorship of the League Cup has been extremely successful and helped to reinforce its status as the UK’s best-selling lager and one of the leading supporters of football in this country. We continue to be very proud of our work with the Football League in transforming the perception of the competition amongst football fans and despite the contract being up for renewal in 2012 we are continuing to discuss the future of the competition with The Football League.”

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