01 February 2024

Carlsberg and Liverpool Football Club ink historic 10-year deal

Long-term partners | In December 2023, Carlsberg and Liverpool FC have extended their existing long-term partnership for another ten years. The inking of this agreement will bring the partnership to an incredible 42 years, and reiterates its standing as the longest partnership in Premier League and club history.

This unique and long-lasting relationship between Liverpool Football Club and Carlsberg was first launched in 1992, when Carlsberg became a principal partner of the club and took pride of place on the front of the Reds' shirt.

During that time it witnessed some of the club's most iconic and celebrated moments on the pitch, including the unforgettable cup treble in 2001, the miracle of Istanbul in 2005, a UEFA Super Cup, and The Gerrard Final.

Carlsberg then went on to become the club’s official beer in 2010, and will remain so until at least 2034 thanks to this new decade long renewal.

Speaking about the renewal with Carlsberg, Louise Bach, Global Sponsorships Director, 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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