By becoming the new sponsor of the League Cup, Carabao has joined a long list of commercial giants including Littlewoods, Rumbelows and, um, milk.
The competition, which was first played in the 1960/61 season, trundled along quite happily for two decades before getting its first sponsor in 1981 - the Milk Marketing Board.
That deal - worth a surprisingly handsome £2 million - was unveiled at a glamorous event featuring Alvin Martin, John Neal and Sharon Vyles - who was Milkmaid Of The Year. No, she really was.
Since then, the competition has taken the name of Littlewoods, Rumbelows, Coca-Cola, Worthington's, Carling and, most recently, Capital One.
But which was the tournament's definitive sponsor? You can help us decide by up or down-voting your favourite...