The Evolution of the EFL Cup: A Timeline of Sponsorship and Name Changes

The EFL Cup, a prominent football competition in English football, has gone through several iterations over the years—changing names alongside its sponsors. This article traces the history of this competition, highlighting the key moments that have shaped its identity.

Introduction

The Football League Cup, now known as the EFL Cup, has a rich history rooted in the evolution of football competitions and the dynamics of sponsorship deals. The name and sponsorship of the cup have changed frequently, reflecting the changing landscape of football and the business aspects that shape it.

The Early Years: The 'Milk Cup'

From 1982 to 1985/86, the Football League Cup was known as the 'Milk Cup.' This name change was a result of sponsorship from the Milk Marketing Board. It was one of the first occasions that a commercial entity sponsored a domestic football competition, marking a significant shift in the way football competitions were marketed and financed.

The Changing Names: A Timeline

The competition has seen numerous name changes due to the changing sponsorship deals. Here is a detailed timeline:

1986/87 to 1989/90: The 'Littlewoods Cup'

After the sponsorship period with the Milk Marketing Board ended, the cup was renamed the 'Littlewoods Cup' for the 1986/87 season to 1989/90. Littlewoods, a popular bingo chain, secured the naming rights during this period.

1990/91 to 1991/92: The 'Rumbelows Cup'

Following the Littlewoods sponsorship, the cup was renamed the 'Rumbelows Cup' in 1990/91 and 1991/92. Rumbelows, an aircraft parts supplier, took over the sponsorship, marking yet another change in the competition's branding.

1992/93 to 1998/99: The 'Coca Cola Cup' and 'Worthingtons Cup'

In 1992/93, the cup became known as the 'Coca Cola Cup,' sponsored by the famous beverage company. After the expiration of this deal, it was renamed the 'Worthingtons Cup' from 1998/99 to 1999/2000. While Worthingtons was short-lived, it contributed to the ever-changing nature of the competition's branding.

2003/04 to 2011/12: The 'Carling Cup' and 'Capital One Cup'

From 2003/04 to 2009/10, the competition was known as the 'Carling Cup,' sponsored by the beer brand Carling. In 2010, after Carling was acquired by SABMiller, it was renamed the 'Capital One Cup,' sponsored by the banking and financial services firm Capital One.

2016/17: The 'EFL Cup'

For the 2016/17 season, the cup was simply called the 'EFL Cup' after a period without a title sponsor following the end of the Capital One sponsorship. This name was a return to a simple and straightforward branding, reflecting a need for clarity and simplicity.

Persistent Change and Sponsorship Dynamics

The naming rights for the EFL Cup have been a subject of contention and change ever since the concept of sponsorship contracts became a norm in football competitions. This dynamic has led to a series of name changes, each representing a new partnership or the dissolution of an existing one.

Criticism and Perception

Despite the numerous changes, the competition has often been referred to as the 'Mickey Mouse Cup' by critics, suggesting that it is of a lower status compared to the prestigious FA Cup, which remains the world's oldest national cup competition. This perception reflects the general attitude towards locally sponsored cups compared to internationally recognized and branded competitions.

Conclusion

The history of the EFL Cup demonstrates the volatile nature of sponsorship deals and the impact of changing commercial interests on football competitions. From the Milk Marketing Board to Carabao, each sponsor has left an indelible mark on the competition's identity. The challenges of maintaining brand recognition and the impact of these changes on fan perception are key factors to consider in the future governance of football competitions.