The owners of Carling beer have opted not to renew their title sponsorship of England’s League Cup after 14 season with the competition. Molson Coors’ sponsorship of the League Cup began in 1998 and at 14 seasons represents one of the longest and most successful in English sport. The company will continue to sponsor the Carling Cup until the end of the 2011/12 season.
According to I Sport Connect, Football League Chairman, Greg Clarke added: “Molson Coors have been outstanding partners and have played an important part in helping us restore the competition’s status and public appeal. We are hugely grateful for the support they have given us.”
Chris McDonough, Molson Coors’ marketing director in Britain, says the company has been working to transform ”the perception of the competition amongst football fans.”
Income at Molson Coors fell 6 percent between April and June due to weak beer sales and increased costs for fuel and ingredients. The Football League have opened the floor to potential sponsors for the showpiece competition.
Clarke said: “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.
“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.”