By David Gold
June 4 – The English League Cup is to be known as the Capital One Cup from 2012-2013 after the credit card brand replaced Carling as the competition’s title sponsor.
Carling had been the main backer since 2003, but the knock-out tournament is to be named after Capital One (pictured top) for the next four seasons as a result of the deal.
Although the competition is traditionally regarded, when set against the FA Cup, as the less prestigious of the two major cups in England, the winners do, however, win a place in the following year’s Europa League.
The draw for the 2012-2013 first round will be made on June 14.
Richard Heaselgrave, chief commercial officer of the Football League, said: “This is terrific news for clubs and a great way to conclude the [2011-2012] season.
“The Capital One Cup is in great shape having been reinvigorated in recent seasons by a number of memorable finals, some thrilling midweek cup football and a first glimpse of the stars of the future.”
Capital One is hoping to increase its brand awareness and profile in the United Kingdom by supporting the competition.
“In the UK we’re really focused on the credit card space and have spotted an opportunity to be innovative and build brand power, which we do not have at all,” said Capital One chief marketing officer Michael Woodburn.
“We needed something that could translate into positive experiences for fans.”
This year’s competition was won by Liverpool (pictured above) who beat Cardiff City in a dramatic final after a 2-2 scoreline after extra-time went to penalties.
Contact the writer of this story at zib.l1734869274labto1734869274ofdlr1734869274owedi1734869274sni@d1734869274log.d1734869274ivad1734869274