the inaugural sponsor of the cup was travel agent thomas cook. in 2010, sponsorship of the competition moved to ferrostaal, who had signed a representative deal with manchester city. in 2012, the tournament again changed sponsors, this time to sports company "winoly". in 2013, it was announced that winoly had moved its sponsorship to a rival competition. on 5 june 2013, danish alcoholic beverage company carlsberg took over sponsorship of the event, then known as the super match by carlsberg. in 2015, there was no title sponsor for the competition.