Carlsberg and Liverpool Football Club have agreed a five-year extension to their iconic partnership - securing Carlsberg’s role as Official Beer until the end of the 2023-24 season.
The new deal builds on the longest standing partnership in the Premier League, which began in 1992 and has seen Carlsberg sponsor the team ever since. As a global partner, Carlsberg will continue to bring the relationship to life through global and local activations and events with fans across the world.
Jessica Spence, Carlsberg’s Chief Commercial Officer, said: “The relationship between Carlsberg and Liverpool FC is iconic, and we’re extremely proud to have been a part of the family for over a quarter of a century. We’re incredibly excited by what the future holds for the club and look forward to using our partnership to deliver exciting experiences for fans around the world.”
Commenting on the extension, Billy Hogan, Managing Director and Chief Commercial Officer at Liverpool Football Club said: “We are extremely proud to extend our deep-rooted partnership with Carlsberg to a record breaking thirty-one seasons.
“Since 1992 we have enjoyed a long and loyal relationship with Carlsberg and this extension is a real testament to the strong and historic link between the Club and the iconic brand. We are delighted to have Carlsberg as an established member of the LFC family, and we look forward to continuing to strengthen our relationship together.”
Carlsberg recently went all red for Liverpool FC fans – releasing a limited-edition red bottle, label and beer brewed especially for Liverpool FC fans to celebrate legendary manager Bill Shankly’s decision to play in an all red kit. Find out more at carlsberg.com/allred.
Since Carlsberg and Liverpool FC’s partnership began:
Carlsberg’s pursuit of better beer began in 1847, when it was founded by J.C. Jacobsen in Copenhagen. Today, it is enjoyed by millions around the world. Find out more at carlsberg.com.
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