The Football League said it is beginning talks with "potential new sponsors" for the League Cup, its "showpiece cup competition," after an exclusive negotiating period with Carling’s owner, Molson Coors UK & Ireland, ended without an agreement being reached on an extended term.
Molson Coors will continue its sponsorship of the Carling Cup until the end of the 2011/12 season. It began its partnership in 1998 and is one of the longest sponsorship deals in domestic sport.
Greg Clarke, chairman of Football League, said: "This is the first time in 14 years that this sponsorship has been available in the marketplace and we look forward to offering potential sponsors the rare opportunity to put their brand on one of domestic football's major competitions."
Chris McDonough, marketing director, Molson Coors (UK & Ireland) said: "Carling's sponsorship of the League Cup has been extremely successful and helped to reinforce its status as the UK's best-selling lager and one of the leading supporters of football in this country.
"We continue to be very proud of our work with the Football League in transforming the perception of the competition among football fans and despite the contract being up for renewal in 2012 we are continuing to discuss the future of the competition with The Football League."
.jpg)
.jpeg)
