Liverpool, Carlsberg prolong historic association until 2034

Carlsberg and Liverpool FC began their partnership in 1992, when the former featured on the front of the Reds’ shirt as the principal partner.

The Premier League (PL) side, Liverpool FC (LFC) have announced a partnership renewal with a Danish multinational brewer, Carlsberg for another 10 years.

With this new agreement, the partnership will be lasting an astounding 42 years, solidifying its record as the longest in Premier League and club history.

Carlsberg and Liverpool FC began their special and enduring partnership in 1992 when the former took the spotlight on the front of the Reds’ shirt as the principal partner.

Some of the most memorable and cherished on-field moments for the club occurred during that time, such as the FA Cup victory in 2006, the UEFA Super Cup, the incredible cup treble in 2001, and the miraculous UEFA Champions League win in 2005.

Following that, in 2010, Carlsberg was named the club’s official beer. With this new ten-year renewal, it will retain its position at least until 2034.

Ben Latty, commercial director at LFC, 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.”

Carlsberg and LFC have been devoted partners for a long time. Together, they have created products and campaigns that honour the club’s remarkable past and, most importantly, its supporters.

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