The Football League have announced their decision to extend the corporate sponsorship of the Football League Cup for a further three seasons with brewing monstrosity giant Coors. This means that the Carling brand name will continue to be associated with the competition until 2009.
The most important factor to the average supporter when selling your soul to the Devil setting up such a deal is how much it will be worth to the clubs that play in the competition - the Football League claim an increase of "more than 30 percent increase on the existing deal" with Coors. How much of that increase will be held by Premiership and Championship clubs and how much will be trickled down to League One and League Two clubs, or those that progress within the competition itself isn't specified.
Just as long as they don't make Ciderspace start drinking the stuff, we'll try not to sound too ungrateful about the deal in future ...
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3 November 2005 : 
