Liverpool FC and Carlsberg extend with record-breaking deal

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Liverpool and Carlsburg
Image credit: Ben Sutherland via Flickr

Carlsberg and Liverpool FC have renewed their long-standing collaboration for another 10 years.

The signing of this agreement extends the association to 42 years, cementing its position as the longest in Premier League and club history.

This unique and long-standing partnership between Liverpool Football Club and Carlsberg began in 1992, when Carlsberg became the club’s major partner and gained pride of position on the front of the Reds’ shirt. Carlsberg then became the club’s official beer in 2010, and will continue to be so until at least 2034, owing to this latest decade-long renewal.

The Danish multinational brewer has been a witness for some of the club’s most illustrious and unforgettable moments on the pitch, including the cup treble in 2001, the miracle of Istanbul in 2005, and The Gerrard Final in the FA Cup Final in 2006 against West Ham United.

Liverpool Football Club Commercial Director Ben Latty commented on the Carlsberg contract renewal:

“We are absolutely delighted to continue to have Carlsberg as a member of the LFC partner family for another ten years. The longevity of this agreement is testimony to our commitment to each other and the success of our partnership so far, which has been built on a deeply-rooted set of shared values.”

Louise Bach, Global Sponsorships Director of Carlsberg also spoke about the significant deal:

“We are extremely proud to add another 10 years to the iconic partnership between Carlsberg and Liverpool FC. During the last three decades we have stood side by side through the ups and downs and have become part of each other’s DNA.

The partnership is deeply rooted in our shared values, and we are very excited for the next decade. We can’t wait to bring this unique partnership to the millions of football fans around the world, because just like Liverpool FC, we, at Carlsberg, put the fans first.”

The Reds and Carlsberg have worked together as a devoted partner to develop compelling and meaningful campaigns and products that honour the club’s historic heritage.

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Clifton Hill FC Set for New Era as Pavilion Upgrade Nears Completion

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Image Credit: One-Nil Media

Community football in Melbourne’s inner north is set for a major boost, with Clifton Hill FC preparing to usher in a new chapter following the redevelopment of its pavilion at Quarries Park.

The upgraded facility, delivered with support from Yarra City Council, is expected to significantly enhance the matchday and training experience for players, families, and volunteers while supporting the club’s continued growth.

A long awaited upgrade for Clifton Hill FC

Club President Michael Tyrikos said the redevelopment represents a long-awaited milestone for the grassroots club.

“We’ve been waiting close to 10 years for this,” Tyrikos told SoccerScene. “I’ve been involved with the club for over two decades and improving the facilities has always been a major goal for us.”

The new pavilion replaces previously limited amenities, with the club formerly operating with just two change rooms and minimal communal space. The upgraded facility will provide modern change rooms, social areas, and improved spectator amenities.

Supporting growth in participation

Tyrikos explained the redevelopment will be particularly significant in supporting participation growth, including the club’s expanding girls’ program.

“Previously, we only had two change rooms, which made it difficult as our girls’ program continued to grow,” he said. “Now players can feel comfortable using proper facilities with access to showers and dedicated spaces, which is something we simply didn’t have before.”

Image Credit: One-Nil Media

Beyond player development, the pavilion is also expected to strengthen the club’s role as a community hub. The addition of indoor social spaces will allow families to engage more closely with the club environment, particularly during Melbourne’s winter months.

“Parents can now sit inside and watch games, and we can finally host club events, kids’ parties, and social gatherings,” Tyrikos said. “Before, we just didn’t have the capacity to bring people together like that.”

A new era at Quarries Park

Tyrikos also acknowledged the broader infrastructure improvements delivered alongside the pavilion redevelopment, including new lighting towers and an upgraded playing surface, highlighting the importance of council support in driving the project forward.

Clifton Hill FC is hopeful the new pavilion will be operational in time for its anticipated first home fixture scheduled for mid-May, marking the beginning of a new era for the community-focused club.

Image Credit: One-Nil Media

Mastering Influence: FVBL’s Networking Event Set to Empower Football Leaders

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Image Credit: FV Business League Launch

Football Victoria (FV) Business League powered by Sharp EIT Solutions opens its 2026 calendar with an event that addresses a core driver of success in sport and business: “The Power of Persuasion & Influence.” FV convenes a distinguished panel of leaders for an evening dedicated to real-world leadership, advanced negotiation tactics, and practical perspectives directly informed by top-level experience.

The Speakers

David Stevenson, CEO of the National Basketball League and “The Dealmaker,” brings more than twenty-five years of executive leadership to the discussion. His track record includes transformative commercial and operational roles at Nike, where he served as Vice President across multiple global business units, and at the AFL, where he led industry-defining initiatives such as Gather Round and AFL Finals. As CEO of the Western Bulldogs, Stevenson oversaw a landmark premiership year and drove record membership and revenue growth. Most recently, he has positioned the NBL as the fastest growing sports league in Australia, securing major broadcast partnerships and expanding fan engagement across the region.

Belinda Neil, “The Behavioural Expert,” offers unparalleled expertise in communication and crisis management. With eighteen years serving in the NSW Police, including roles as Hostage Negotiator, Undercover Operative, and Homicide Detective, she has cultivated advanced skills in behavioural analysis, conflict resolution and team leadership under pressure. Her post-policing career as an acclaimed author and sought-after corporate trainer further extends her impact, equipping organisations to manage critical negotiations and complex stakeholder interactions.

 

The panel will soon add “The Communicator,” a leader renowned in elite sports coaching, with an announcement forthcoming from Football Victoria.

FV Business League continues to provide a platform for senior decision-makers and professionals to access actionable strategies and genuine insight from proven leaders. Attendees will benefit from practical knowledge to elevate negotiation, leadership, and organisational influence across all commercial and sporting domains. Tickets are out now for April 24th at The Edge, Melbourne CBD.

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