Carling’s 14-year sponsorship of the Football League cup could end next year after the governing body for Championship, League One and Two clubs said it was talking to other brands about taking over.
Molson Coors’ exclusive negotiating period has ended without agreement to extend the current three deal, believed to have been worth £20m, beyond this season’s competition. It is thought that the two have failed to agree a price.
Molson Coors is keen to stress that it remains in talks with the Football League and will continue to focus on backing this year’s tournament. The beer brand recently launched a bid to broaden its appeal with new positioning, packaging and a sub-brand, to try and boost sales.
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