EFL Cup renamed as the Carabao Cup

Jim Dowling, MD, talks to The Drum on the news the the EFL Cup is to be renamed the Carabao Cup following a deal with the Thai energy drink brand to help grow the league's audience in Asia...

Commenting on the new title sponsor, Jim Dowling, managing director of HSE Cake pointed out that the frequency with which the title sponsor has changed has undoubtedly chipped away at the distinctiveness of the competition for football fans but maintained that it remains a “solid property for the right partner”.

“It touches football fans in towns and cities up across the country, and it pulls in plenty of eyeballs and interest once we get to Wembley," said Dowling.

He added that while the competition lacks the glamour of the Premier League or FA Cup it remains a “decent platform for a brand seeking to engage with people in those communities through nine months of the year”.

“Carabao’s brand challenge is to get beyond its reputation as a poor man’s Red Bull. The League Cup has many positive attributes, but it might not be the best property to deliver on this strategy.”

Full report here