Carling is set to call time on its long-running sponsorship of football’s League Cup.

Molson Coors has sponsored English football’s junior knockout competition for more than a decade via Carling and, previously, its Worthington's bitter brand. The current deal expires next year and no extension was agreed during recent negotiations.

The Football League said it had entered talks with other potential sponsors.

“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,” said Molson Coors UK marketing boss Chris McDonough.

“We are 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.”

The tournament was known as the Milk Cup between 1982 and 1986 and was sponsored by Coca-Cola from 1992 to 1998. It carried the Worthington's name from 1998 to 2003, although a perceived lack of prestige attached to the competition saw it derided by some football fans as the ‘Worthless Cup’.

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