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Reading FC sign Carabao as Principal Partner until 2019

17 June 2016

Carabao Energy Drink is the club’s first big signing since the arrival of new manager Jaap Stam

Reading Football Club is delighted to announce a new 3-year partnership deal with Carabao which will see the South-East Asian energy drinks brand, newly launched in the UK, become the Principal Partner of the Royals.

Carabao is the club’s first big signing of the close season following the arrival of new manager Jaap Stam.  As part of the new deal, Carabao branding will adorn the Reading FC home and away shirts for the next three seasons.  Carabao will also be the sole shirt sponsor for the Reading FC Under-21s and Women’s team, as well as featuring on all the club’s training wear until the end of the 2018/19 campaign.

Building on Carabao’s heritage as one of the leaders in the energy drink category in Thailand, partner company Intercarabao will be managing the UK launch, before embarking on a global roll out.

Peter Gutierrez, CEO of Intercarabao, comments: “Building on our first year partnership with Reading FC as the home shirt sponsor, we are excited to embark on a Principle Partnership deal with the club over the next three years.  Reading FC and Carabao share the same values, a fighting spirit and a desire to ‘bring it on’.  Jaap embodied those qualities as a player, and his appointment as manager demonstrates the club’s ambition to get back to where it belongs – the Premier League.

“Carabao's launch will be supported by a wider multi-million pound integrated marketing campaign. Football is just one of several marketing platforms that will be used during our launch campaign, which will officially kick off from August 2016, with a heavy focus on London and the Reading area.”

In a world where consumers lead increasingly busy and fast-paced lifestyles, Carabao is on a mission to broaden the appeal of energy drinks, offering a great tasting drink that delivers an energy boost to help people rise to life’s daily challenges.

Priced at £1.19 per can, the product takes inspiration from ‘the Carabao’, the revered Asian water-buffalo admired for its physical strength, extraordinary stamina and unbreakable spirit.

Nigel Howe, CEO at Reading Football Club, added: “We enjoyed an excellent relationship with Carabao in their first season as sponsors and it is fantastic news to hear they have actively sought to strengthen their relationship with the club and commit to Reading’s ambitions for the future by signing a three-year deal at Madejski Stadium.

“I am very much looking forward to working alongside Carabao once more. On behalf of everyone at Reading FC, I’d like to take this opportunity to thank Thai Airways for their sponsorship of our away shirt last season and welcome Carabao on board as our Principal Partner until 2019.”

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