The EFL and Leasing.com have today announced a three-year deal that will see the leading new car marketplace become the Official Title Sponsor of the EFL Trophy.
The exclusive partnership sees the competition become known as the 'Leasing.com Trophy' with immediate effect, with the deal running until the conclusion of the 2021/22 season.
The competition kicks off this week, with three matches taking place, as Manchester United U21s and Liverpool U21s make their debuts in the competition, with Group Stage games against Rotherham United and Oldham Athletic, respectively. Swindon Town host Chelsea U21s in the week's remaining fixture.
As well as the title sponsorship, which encompasses all 127 matches across six rounds, culminating in a showpiece final at Wembley Stadium, Leasing.com will be an official partner with a portfolio of rights across the EFL and the EFL's digital network.
The competition will continue in the same format, with a prize fund of almost £3million again on offer for a further three seasons, following a recent agreement to continue with the current format by EFL Clubs.
EFL Chief Commercial Officer, Ben Wright, said: "The EFL is delighted to welcome Leasing.com to our portfolio of partners at the League ahead of the start of what we all hope is another successful and memorable EFL Trophy campaign.
"With the revised format now firmly established, this competition continues to go from strength to strength and the EFL is looking forward to working with the Leasing.com team as we plot this season's journey to Wembley and move on to the next chapter of the EFL Trophy’s history."
Leasing.com, which specialises in allowing personal and business customers to compare the widest range of leasing offers, has a vision to be the market-leading, trusted champion of car leasing.
To do this it promises to make things simple, fair and enjoyable for people who visit the marketplace, and its advertising partners.
David Timmis, founder and MD of Leasing.com, said: "We're delighted and immensely proud to have secured sponsorship of the EFL Trophy as part of our ongoing brand development campaign for Leasing.com.
"We want Leasing.com to become a household name and what better way to achieve that than to sponsor one of the most high-profile tournaments in English football.
"Car leasing used to be viewed as something that was only available to businesses, but we want everyone to know that leasing a new car is a simple, affordable option that all drivers should consider.
"Over the last 20 years we've already helped more than a million people find their perfect car leasing deal: this sponsorship offers an ideal opportunity for us to help millions more 'Say goodbye to buying'.
"The EFL Trophy continues to grow every year and has huge potential, so it's a perfect partnership and we can’t wait to get the ball rolling."