Carling extends League Cup sponsorship

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The Football League and Coors Brewers agreed a three-year sponsorship extension for the Carling Cup to run until 2009.

While the competition has been known to leave the very top clubs under whelmed (at least until the final stages) Coors has had little hesitation in extending its partnership with the League to 11 years, five under its Worthington brand and now six under Carling.

Football League Chairman Lord Mawhinney said: “This new agreement provides a further boost to a competition that is already in very good health. Financially, it delivers a significant increase in value of more than 30 per cent on the existing deal.” Martin Coyle, head of sponsorship at Coors Brewers, added: “Carling has a proud history in British football and bringing fans closer to the game so we’re naturally delighted to extend the Carling Cup deal until at least 2009.”

Each season the competition generates more than GBP 40m of revenue, of which more than half stays within The Football League. The new agreement takes Carling’s commitment to UK football beyond GBP 30m.