
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.