Carabao secures a 3-year exclusive sponsorship for UK’s league cup or EFL with plans to gain 10 percent market share in the UK within ten years and rise to European and the US market with globally recognized Thai energy drinks brand.
Carabao Group Public Co. Ltd. (CBG), manufacturer and distributor of Carabao Dang energy drinks, has become highly successful with canned Carabao Dang within CLMV, the Middle East and Europe. Recently Carabao has made history as Official Title Sponsor and EFL partner of the UK’s league cup. The exclusive partnership will see the competition become known as the “Carabao Cup” from the start of the 2017/18 season, with the deal running until 2020.
Sathien Setthasit, Chief Executive Officer of Carabao Group Public Co. Ltd enthuses that, “So far we have been the principal commercial sponsor of Chelsea in the Premier League and Reading football club. We have also set up distribution representative offices in the UK as well as Europe. Carabao’s exclusive status as Official Title Sponsor and EFL partner will help a Thai brand like us to penetrate the UK market and create brand awareness internationally according to our sport marketing strategy to expand territories and bring more income to our country.
“More importantly, sport marketing with football as medium is straightforward. This can create extensive and inclusive brand awareness for Carabao in international markets. The league, which comprises 92 teams from all over the UK, will be re-named “Carabao Cup” in the next season and become an ideal platform for Carabao to expand thoroughly within the UK as well as other European countries that we have a fair share of potential customers.” Mr. Sathien says. The brand is confident that not only this partnership is the pivotal and challenging step for the brand to thrive, it is also a historic moment where a Thai brand would garner prominent presence in international markets and thus benefit the Thai economy.
“Being Official Title Sponsor and EFL partner does not only enhances Carabao brand image but also offers an impressive series of domestic and international commercial rights that will form major part of the brand’s growth strategy in targeted markets at home and abroad as well as bring new awareness to the EFL internationally, especially in ASEAN. Besides the title name “Carabao Cup”, we will have our logo on every player’s jersey, on every ticket of every match, on every billboard of every stadium where the matches are broadcast live. This will include the company’s colors adorning the ribbons of the trophy, the match ball, perimeter boards, backdrops for every pre and post-match interview and many other privileges.” Carabao’s executive explains.
The EFL Cup, the third oldest football league of England after Premier League and FA Cup, embodies the very essence of British football consciousness. All 92 clubs in the country competing in the first major cup competition of the season, culminating in the final at Wembley. 20 among the teams are from Premier League while the other 72 comes from lesser leagues.
Carabao has previously supported two renowned football clubs in the UK: Chelsea and Reading, where the brand greatly benefits from the local and international exposure.
