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Carlsberg and Liverpool FC celebrate Premier League’s longest partnership

The 2022/23 Premier League season marks the 30th anniversary of Carlsberg’s sponsorship of Liverpool FC, the longest partnership in Premier League history.

To celebrate the occasion, Carlsberg is launching a multi-channel campaign across 26 markets worldwide. The campaign features creative work from partners within the global creative network by The Network, in this instance Worth Your While, SMALL, The Council and Drive Studios.

The campaign is spearheaded by a hero film, shot by award-winning Danish director Tore Frandsen, that takes viewers on an epic three-decade long visual pub crawl through legendary moments, frozen in time. The film taps into a feeling all fans know: cheering on your club with one hand, while protecting your beer with the other. In this case, “probably the best beer in the world.”

Underscoring the nostalgic film is a bespoke soundtrack in the style of Liverpool’s in-stadium bards and singer-songwriters, a nod to the significance of songs in LFC fan culture.

Louise Bach, head of global sponsorships, Carlsberg commented: “With this campaign, we are celebrating our partnership from all angles and highlighting what great partnerships really are. Spotlighting moments from the last 30 years – some big, some small, some unforgettable. And sharing it through legends present and past, and the fans.”

More activities continuing Carlsberg’s legacy as ‘fans of the fans’ will launch throughout the 30th anniversary season. Including limited edition ‘Legends’ cans immortalizing Liverpool FC fan favourites Ian Rush, John Barnes, Sami Hyypiä, Robbie Fowler, Jamie Carragher, and Luis Garcia, mini-documentaries connecting legends and fans over a beer, and fan-centric activations that pay tribute to long-time loyal fans.

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