Carabao and League Cup deal extended for new record

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Carabao Cup trophy
Credit: Matt West/Shutterstock

Carabao Energy Drink and the English Football League (EFL) have agreed to a three-year deal, with Carabao continuing as the League Cup’s Title Sponsor until the conclusion of the 2026/27 season.

The new arrangement will stretch the EFL and Carabao association to ten seasons, making the energy drink company the longest Title Sponsor in League Cup history.

Carabao became the Title Sponsor of the 2017/18 League Cup tournament, which Manchester City won 3-0 against Arsenal. Manchester City has won the Carabao Cup three more times after the sponsorship agreement began, including consecutively from 2018 to 2021.

Nine-time League Cup winners Liverpool (in 2022) and current holders Manchester United are the only other clubs to have lifted the trophy since. 

Carabao and the EFL have been active globally in Thailand and Asia since the collaboration began, showcasing the partnership and the tournament to global audiences.

The Carabao 7-A-Side Cup was most recently held in Thailand in November 2022 by former League Cup champions David James and Louis Saha. Launched in 2021, the ‘Coach the Coaches’ programme has seen coaches from EFL Clubs go to South-east Asia to strengthen and grow the level of football and coaching in Thailand.

EFL Chief Commercial Officer Ben Wright commented on the partnership and what the Carabao cup means for the EFL and its clubs.

“The Carabao Cup is an incredibly valuable asset to the EFL and its Clubs, and the relationship with Carabao over the last seven years has played an important role in the life of English football,” he stated via press release.

“The longevity of Carabao’s association with the League Cup only amplifies the value the competition holds in the football calendar for Clubs and their supporters up and down the country.  

“We thank Carabao for their commitment to the EFL, our Clubs and our competitions and look forward to this next term and celebrating a decade of partnership.” 

Carabao Group CEO Sathien Sathientham outlined how the Carabao brand will be enhanced further.

“We are delighted to renew with the EFL and extend our title sponsorship of the Carabao Cup through to 10 seasons in 2027,” he added via press release.

“The competition has seen the brand go from strength to strength, both in the UK and globally, as we see the positive impacts of increased awareness of Carabao products and customer base among football fans.

“We are honoured to play our part in a competition and event such as the Carabao Cup Final at Wembley Stadium, and look forward to continuing our relationship with the EFL, the 92 participating clubs and all of their fans for a further three seasons.”  

The quarter final of the Carabao Cup will be held in late December.

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Football Victoria partners with SportsAid for enhanced player safety

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Image credit: Sports Aid

Football Victoria (FV) has confirmed a partnership with Sports Aid, which has been named the Official Medical Partner for all FV events.

The collaboration will ensure that participants in these prominent tournaments benefit from top-tier medical support and first aid services.

Established in 2023, Sports Aid has rapidly positioned itself as a leading provider of medical and safety expertise in Australian sport. Based in Melbourne, the organisation has expanded nationwide, offering its services at a variety of events, from grassroots sports to corporate tournaments.

With over 70 partnerships across the country, Sports Aid’s team of accredited professionals—including first aid responders, sports trainers, and event safety specialists—plays a pivotal role in promoting athlete welfare and event safety.

Under the alliance, Sports Aid will deliver medical personnel, including first aid responders and sports trainers, at FV’s major competitions and events throughout Victoria.

Their on-site presence will provide immediate medical assistance for injuries or health concerns, mitigate risks associated with physical activity, and enhance overall safety for players and spectators alike.

FV’s Executive Manager – Commercial, Chris Speldewinde spoke about the role Sports Aid will play in improving Victorian football.

“Their expertise ensures the safety of our participants, which is paramount in delivering outstanding sporting experiences.” he said in a press release.

Sports Aid’s founder, James Theodorakopoulos, also commented on the partnership.

“We are thrilled to be working with Football Victoria. Our primary focus is on safety, and we’re committed to ensuring that every player and participant has a seamless medical experience at FV events,” he said in a press release.

“It’s not just about responding to injuries, but also ensuring the overall well-being of everyone involved.”

Football Victoria adds Sports Aid on top of recent PILA, VETO Sports and Novotel Preston who all play a specific role in ensuring players involved with FV get the best out of their game.

FV have been focusing heavily on developing local football with facility upgrades, equipment partnerships as well as launching their GO Family football program aimed at improving fitness and building stronger family connections.

This specific partnership with Sports Aid is another that will play a positive role in the sport across the state.

FIFA, Qatar and world organisations launch Legacy Fund

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Image credit: Shutterstock.com/Jose Breton-Pics Action

FIFA has invested $76.7 million into the World Cup 2022 Legacy Fund, in collaboration with Qatar, the World Health Organisation (WHO), the World Trade Organisation (WTO) and the United Nations Refugee Agency (UNHCR).

Previously announced in November 2022, the fund will aid a number of social programs across the world.

To launch the Legacy Fund, the initiative was presented and signed on an online meeting.

Attendees included FIFA President Gianni Infantino, WHO Director-General Dr Tedros Adhanom Ghebreyesus, WTO Director-General Dr Ngozi Okonjo-Iweala, UN High Commissioner for Refugees Filippo Grandi, and the Supreme Committee for Delivery & Legacy (SC) Secretary General H.E. Hassan Al Thawadi.

The FIFA World Cup Legacy Fund will be deployed across the following streams:

Public Health/Occupational Health and Safety: The Legacy Fund will contribute to programs which aim to improve working conditions, and health and wellbeing. In particular, FIFA will support WHO’s Beat the Heat initiative, to protect people from the hazards caused by extreme heat and the advance of climate change.

Education: In conjuncture with the WTO and International Trade Centre, FIFA will bolster the Women Exporters in the Digital Economy Fund, a program which seeks to empower female entrepreneurs. 

Refugees: In partnership with the UNHCR, FIFA will assist schemes which aim to strengthen vulnerable peoples’ self-sufficiency and access to basic amenities.

Football development: FIFA will place greater emphasis on finding young talents across remote, marginalised and developing countries through the Aspire Academy and the FIFA Talent Development Scheme, headed by Arsène Wenger. 

FIFA President Gianni Infantino expressed his pride for the Legacy Fund.

“The FIFA World Cup Qatar 2022 Legacy Fund is a landmark project that builds on the unprecedented impact of the tournament from a sustainability point of view,” he said via press release.

“FIFA is taking the concept of a legacy fund to the next level in terms of reach and impact by tackling key priorities such as refugees, occupational health, education, and football development. I would like to thank the UN Refugee Agency, the World Health Organization and the World Trade Organization for their commitment to, and cooperation on, this historic initiative.”

WHO Director-General, Dr Tedros Adhanom Ghebreyesus, described the importance of the partnership.

“The worlds of sport and health must collaborate to create safe, clean and healthy environments for all people engaged in the preparation, delivery and legacy of mega sport events, including workers, athletes, spectators, and communities,” he said in a press release.

To learn more about the Legacy Fund, FIFA has launched a website.

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