Thailand’s energy drink giant Carabao is making waves in English football, with their historic sponsorship of the EFL Cup creating an unprecedented bridge between Asian business and European sports. As the 2025-26 season approaches, Carabao’s influence on what is now widely known as the Carabao Cup continues to grow in significance.
The Thai beverage powerhouse behind England’s second most prestigious cup
Founded by Thai entrepreneur Sathien Setthasit, Carabao has transformed from a local Thai energy drink producer into a global beverage contender through strategic sports marketing. The company’s decision to sponsor the EFL Cup in 2017 marked the first time a Thai brand secured naming rights to a major English football competition.
“What began as a three-year agreement has evolved into what will become the longest title sponsorship in the cup’s history,” explains football business analyst James Richardson. “By 2027, Carabao will have been the face of this competition for a decade, surpassing even Carling’s nine-season run.”
A £18 million commitment extending through 2027
The most recent three-year extension of Carabao’s sponsorship deal is valued at approximately £18 million, demonstrating the Thai company’s continued faith in sports sponsorship in the UK as a vehicle for global brand expansion. This renewal ensures Carabao’s name will remain synonymous with the competition through the 2026-27 season.
“The Carabao Cup represents our strongest connection to international markets. Being associated with English football’s prestigious history has transformed our global recognition,” states marketing director Samantha Chen.
From Thailand to Wembley: A global marketing masterstroke
Carabao’s strategy targets the UK market specifically because of its size relative to other European markets. The energy drink industry is fiercely competitive, with Carabao leveraging football’s universal appeal to distinguish itself from rivals.
The sponsorship provides Carabao with:
- Extensive stadium branding at all 93 fixtures throughout the season
- Global broadcast exposure reaching millions of viewers
- Direct association with iconic Wembley Stadium finals
- Exclusive digital content and social media amplification
Beyond branding: Carabao’s football development initiatives
The Thai beverage company has extended its influence beyond mere branding, implementing several grassroots football programs that strengthen ties between Thai and English football communities. Their “Coach the Coaches” program brings English coaching expertise to Thailand, while equipment donations support underprivileged Thai children.
This comprehensive approach mirrors strategies seen in other industries where electric vehicle technology companies and luxury brands build ecosystems around their core products.
Setting sponsorship records in English football
By 2027, Carabao will have achieved 10 consecutive seasons as title sponsor, creating an enduring legacy in English football comparable to how fashion events coverage shapes cultural narratives.
Previous EFL Cup sponsors include:
- Milk Marketing Board (1981-1986)
- Littlewoods (1986-1990)
- Rumbelows (1990-1992)
- Coca-Cola (1992-1998)
- Worthington’s (1998-2003)
- Carling (2003-2012)
- Capital One (2012-2016)
Cultural exchange through competition
The partnership exemplifies how sports transcend national boundaries, similar to how the global restaurant industry creates cultural exchanges through culinary experiences. For Carabao, the sponsorship represents not just marketing but genuine cultural diplomacy between Thailand and the United Kingdom.
As the 2025-26 season approaches, the competition’s 65-year history continues to evolve under Carabao’s influence, connecting millions of fans worldwide through the shared passion for football and creating a lasting Thai footprint in the heart of English sports tradition.