Coors extends Carling Cup deal

Coors has agreed a new deal with the Football League which will see the Carling Cup retain its name until 2012.

The agreement extends the relationship to 14 seasons. The competition was named after the Worthington’s brand for five years but is now known to football fans as the Carling Cup.

Carling director of marketing Martin Coyle said the investment involved was “significant”. He added: “We are really proud to extend our association with the Carling Cup and to be part of this competition which has continued to go from strength to strength over the past few years.”

Football League chairman Lord Mawhinney said: “This is excellent news and a further boost to a competition that is currently in its best shape for many seasons.

“Considering the prevailing economic climate, it is extremely heartening to have the continued support of a widely respected brand like Carling. Together, we will look to continue the progress made by this competition in recent seasons.”

Throughout the three-year term of the new agreement, the Carling Cup will receive coverage from Sky Sports and BBC Sport , with each providing live coverage of the final, and also showing two live matches from the semi-finals. There will also be two live matches per round from rounds one to five on Sky Sports and competition highlights on the BBC.