Football Trade Directory

Liverpool confirm 10 year extension to long running partnership with Carlsberg

Liverpool have confirmed that they have extended their ongoing partnership with Carlsberg for another ten years.

That means that the relationship between the club and beer brand will stretch to 42 years. 

The partnership began in 1992 when Carlsberg became the club's principal partner, and the company's logo adorned the front of some of Liverpool's most iconic kits, including the memorable Champions League win in Istanbul in 2005, and their historic cup treble in 2001.

The partnership is the longest running of any club in Premier League history.

Speaking on the deal, Ben Latty, Commercial Director at Liverpool, said: “We are absolutely delighted to continue to have Carlsberg as a member of the LFC partner family for another 10 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.

“We have been on quite a journey with Carlsberg since 1992, and we consider them as more than a partner, they are a true supporter of Liverpool Football Club.

“They are woven into the fabric of the club, across our men’s and women’s teams, and we look forward to what the next 10 years brings for this amazing partnership.”

Louise Bach, global sponsorships director at Carlsberg, said: “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.”

During its time as a loyal partner, LFC and Carlsberg have worked side by side to deliver impactful and meaningful campaigns and products that celebrate the club’s illustrious history – and, most importantly, its fans.

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