Carling’s 14-year sponsorship of the Football League cup could end next year after the governing body for Championship, League One and Two clubs said it was talking to other brands about taking over.

Molson Coors’ exclusive negotiating period has ended without agreement to extend the current three year deal, believed to have been worth £20m, beyond this season’s competition. It is thought that the two have failed to agree a price.

Molson Coors is keen to stress that it remains in talks with the Football League and will continue to focus on backing this year’s tournament. The beer brand recently launched a bid to broaden its appeal with new positioning, packaging and a sub-brand, to try and boost sales.

Chris McDonough, marketing director of Molson Coors, says: “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.”

The Football League is keen to bolster sponsorship income to fill the £23m hole left by its reduced television deal earlier this year. It recently launched a search for additional sponsors.

Football League chairman Greg Clarke says: “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.”

Source: marketingweek.co.uk

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