20% increase in value versus the previous sponsorship


The Football League and Molson Coors (owners of Carling) were unable to agree an extension to the agreement. I led the process to find a new title sponsor whether directly or through a 3rd party sales agency.

The Process

I received a confidential brief from a retained consultancy that they wished to assess the League Cup opportunity for an American Client. I worked with the research team to provide requested information and provided sales collateral. With the help of the CCO, I hosted the decision makers and the agency at the Carling Cup Semi 2nd leg and Final at Wembley Stadium.

The Result

I negotiated the final fee and the package of rights with their retained media buying agency.

The Football League concluded a 4 year agreement with Capital One that represented a 20% increase versus the previous deal with Molson Coors.