The UK & Ireland division of Molson Coors looks set to call time on its Carling lead sponsorship of The League Cup football tournament in England.

The unit, which has sponsored The Carling Cup since 1998, confirmed today (28 September) that it has ceased exclusive negotiations with the Football League to extend the partnership. Molson Coors will continue to sponsor the tournament until the end of the 2011/12 season.

“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 Chris McDonough, marketing director at Molson Coors (UK & Ireland).

“Despite the contract being up for renewal in 2012 we are continuing to discuss the future of the competition with The Football League.”

Prior to Carling's sponsorship, the tournament has also been known as The Milk Cup and The Coca-Cola Cup.