Objective
Pitch were exclusively appointed by the EFL to secure a new Cup Title Sponsor to replace previous sponsor Capital One. The main objectives were to improve upon Capital One’s investment, attract an FMCG sponsor committed to activation and to build the competition profile globally.
Approach
Brands were targeted that had a large presence in South East Asia, but limited brand recognition in the UK. Brands whose competitors were spending significant amounts in sport, targeting a younger audience and wanted to be associated with a dynamic, energetic sports image were also approached. Our sales database, which records every sales conversation over the last five years, also provided us with further brands to speak to, ensuring that our approach was strategic yet widespread.
Delivered
A three-year deal with Thai based energy drink, Carabao, leading to a 20% uplift on annual EFL Cup Title Sponsor revenue. The EFL and Carabao renewed their partnership for a further two years in 2019 that saw the Thai energy drink continue as Official Title Sponsor of the Carabao Cup until 2022. Carabao have extensively activated throughout South East Asia, providing the EFL with a platform to reach new audiences in the ASEAN region.