From Milk Cup to Carabao Cup: The Evolution of League Cup Sponsorship

The League Cup, formally known as the English Football League Cup or simply the EFL Cup, has a rich history dating back to its inception in the 1960s. Over the years, the tournament has undergone various changes, including its sponsorship, which has played a significant role in shaping its identity and commercial appeal. Let’s delve into the fascinating history of League Cup sponsorship in England.

The League Cup was introduced in the 1960-61 season as a domestic cup competition for clubs in England. However, it wasn’t until the the early 80’s that sponsorship became a prominent feature of the tournament. In 1981, the first sponsorship deal was struck with the Milk Marketing Board, leading to the competition being known as the ‘Milk Cup’. This partnership marked the beginning of a trend where the tournament would be known by the name of its sponsor.

By the mid 80’s, The Milk Cup was renamed again after the Football League secured sponsorship from Littlewoods, a prominent retail chain in the United Kingdom. This partnership led to the tournament being rebranded as the ‘Littlewoods Cup’, ushering in a new era of commercialisation and growth for the competition.

The 1990’s saw a significant increase in corporate sponsorship deals across various sports, and the League Cup was no exception. This decade witnessed some of the most iconic sponsorship partnerships in the history of the tournament. One of the most memorable collaborations was with Rumbelows, a chain of electrical stores, which led to the competition being branded as ‘The Rumbelows Cup’ from 1990 to 1992.

From 1992 onwards, global drinks brand Coca Cola took over the reigns as the League Cup partners not only provided financial support but also helping raise the profile of the competition both domestically and internationally. By the late 90’s the alcohol brands had started to take an interest with both Worthington’s bitter and Carling lager taking the naming rights for nearly 15 years between them. The latter ‘Carling Cup’ being the longest serving sponsor to date.

In the 21st century, the League Cup continued to attract sponsorship from major corporations, with companies like Capital One and Carabao lending their names to the tournament. These partnerships have been instrumental in driving revenue and investment into English football, supporting clubs across the country. Most recently, the League Cup has been sponsored by energy drink brand Carabao, resulting in the competition being known as the Carabao Cup. The partnership with Carabao has seen innovative marketing campaigns and activations, contributing to the overall growth and popularity of the tournament.

Sponsor	Years	Tournament Name
Milk Marketing Board	1983-1986	Football League Cup sponsored by the Milk Marketing Board
Littlewoods	1987-1990	Littlewoods Challenge Cup
Rumbelows	1992-1994	Rumbelows Cup
Coca-Cola	1994-1998	Coca-Cola Cup
Worthington	1998-2003	Worthington Cup
Carling	2003-2012	Carling Cup
Capital One	2012-2016	Capital One Cup
Carabao	2017-present	Carabao Cup

The history of League Cup sponsorship in England is a testament to the evolving relationship between football and commercial interests. From humble beginnings in the 1960s to the multimillion-pound deals of today, sponsorship has played a vital role in shaping the identity and success of the tournament. As the competition continues to evolve, it will be intriguing to see what the future holds for League Cup sponsorship in England.