Second-tier English soccer side Derby County have announced a one-game deal with Bavaria for their upcoming Carabao Cup third round clash against Premier League giants Manchester United.
The agreement will see the Dutch brewery become the Championship club’s first ever sleeve sponsor for the game, which takes place at United’s Old Trafford home on Tuesday.
The move extends Bavaria’s commitment to Derby after the company was unveiled as the club’s official international and alcohol-free lager partner last December.
“We would like to thank Bavaria for their continued support with the football club and we are delighted they are our first ever sleeve sponsor,” said Derby’s head of partnerships Ashley Peden.
“Our partners are of the utmost importance and the agreement sees Bavaria’s logo appear on the official match shirts for the game against Manchester United. It’s fantastic exposure for the company with millions of people set to watch the game.”
Members clubs of the English Football League (EFL), the organising body for the second, third and fourth tiers of soccer in England, are not permitted to have sleeve sponsors for league fixtures, but are able to sell the sponsorship space for each round of the Carabao Cup and FA Cup knockout competitions.
Derby have enjoyed a successful start to life under new manager Frank Lampard, and beat Brentford 3-1 in their most recent game on Saturday to move up to sixth in the Championship.