Carabao and League Cup deal extended for new record

Carabao Cup trophy

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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Australia’s Urban Sporting Landscape changing with smart surfaces

At the National Sports & Physical Activity Convention (NSC25) innovations in synthetic, natural, acrylic, and hybrid sports surfaces will be central in response to tackling pressing environmental and health concerns.

The convention is set to kick off on June 25-26, 2025 at Melbourne’s Convention & Exhibition Centre.

The event is dedicated to Sports Surfaces and it highlights it will showcase how cutting-edge surface technologies are revolutionising public spaces, creating durable, safe, inclusive and sustainable environments that get communities moving.

Some innovations on show include Polytan, which has unveiled eco-friendly long pile turf solutions engineered for intensive use whilst slashing environmental impact through sugar cane-based polymers rather than traditional petroleum derivatives.

Hybrid systems such as POWERgrass’s approach combine natural grass with synthetic reinforcement, delivering enhanced traction, comfort, and can withstand up to 30 hours of weekly play.

Meanwhile, acrylic surfaces versatility allows multiple sports to share the same surface with exceptional durability, making them perfect for pocket parks.

Despite their advantages, synthetic surfaces face scrutiny over environmental and health implications, particularly concerning microplastics and heat retention.

The NSW Chief Scientist’s comprehensive report identified critical knowledge gaps, sparking industry-wide moves toward alternative materials.

Martin Sheppard, Managing Director of Smart Connection Consultancy and author of the ‘Smart Guide to Synthetic Sports Fields,’ emphasises the importance of evidence-based decision making.

“These surfaces will address common perceptions and challenges associated with synthetic surfaces, providing evidence-based insights into player safety, environmental impacts, and surface playability,” Sheppard explained via National Sports and physical activity convention media release.

NSC25’s keynote presentation, ‘Designing Active Urban Places,’ will explore comprehensive strategies for future-proofing cities to promote healthy, active lifestyles.

The session features Kristen Clark from the Heart Foundation, who will unveil the fourth edition of the ‘Blueprint for an Active Australia,’ alongside Professor John Cairney from the University of Queensland, discussing movement-friendly urban design principles.

The convention’s PitchFEST session will showcase practical innovations including acrylic pocket parks, multi-sport surface designs and environmentally conscious long pile turf solutions.

These initiatives address a concerning reality: only 17 per cent of Australian youth currently meet recommended physical activity guidelines.

The focus on creating opportunities for youth recreation and unstructured play reflects growing recognition that accessible, well-designed sporting infrastructure plays a crucial role in community health outcomes.

Through collaboration between government agencies, industry leaders and community stakeholders Australia is becoming a world leader in building healthier, more active communities whilst maintaining environmental stewardship.

As urban density continues to reshape our cities, these surface innovations offer hope that every Australian can access quality sporting facilities, regardless of where they call home.

AI and Tech Transforming Australian Community Sport

Community sport across Australia is undergoing rapid change, driven by artificial intelligence, digital innovation, and emerging technologies.

These innovations are changing the way community and school sports operate, connect with people, and foster more inclusive, efficient, and vibrant sporting environments nationwide.

Martin Sheppard, CEO of the National Sports & Physical Activity Convention, highlighted the magnitude of this change.

“We’re witnessing a game-changing moment where technology is not just supporting sport – it’s redefining it. From grassroots to schools, digital solutions are enabling smarter operations, deeper engagement, and more inclusive environments. At this year’s Convention, we’re bringing together the pioneers of this transformation to ensure every club, school, and community can benefit,” he said via press release.

As outlined by the ASTN, the sports technology sector in Australia is now a well-established industry worth $4.69 billion, featuring over 765 active businesses.

This development shows a strong national push to utilise innovation to solve problems, boost efficiency, and grow opportunities across community sport.

At the forefront of this transformation is the AI, Digital & Sports Tech stream at the 2025 National Sports & Physical Activity Convention (NSC), set for June 25-26 in Melbourne.

Highlighting innovations from AI-driven analytics to mobile apps and immersive virtual tools, this stream will explore how technology is reshaping community sport.

Griffith University researchers in Queensland, collaborating with VALD from Brisbane, developed a rapid test that identifies high ACL injury risk in athletes within 10 minutes, supporting coaches to implement personalised prevention.

NSC’s AI, Digital & Sports Tech stream will highlight visionary ideas and key figures shaping sport’s future.

The Impact Keynote session, ‘Embracing Technology to Impact Sport’, will feature Dawid Naude, CEO of Pathfindr.ai, and Andrew Walton, Managing Director of Sports Tech World Series, discussing how AI and machine learning empower clubs to optimise their operations and enrich member engagement.

Afterwards, the ‘Embracing AI to Be More Inclusive’ panel will consider how commercial technologies from around the world are being applied to grassroots levels, featuring insights from Martin Schlegel (ASTN), Yasmin London (Qoria), and Brent Richardson (Enrichd Group).

To learn more about the National Sports & Physical Activity Convention and the AI, Digital & Sports Tech stream, click here.

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