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Carlsberg extends Liverpool sponsorship into 24th year


The longest running sponsorship deal in top flight football has been extended further, with Carlsberg signing a new 3 year contract.

“Our relationship with Liverpool FC started in 1992. It was Carlsberg’s very first connection to English football – an affiliation which has grown significantly,” said Mike Thompson, marketing director for Carlsberg.

“Over two decades later we are thrilled to be continuing our partnership with a club that has over 120 years of heritage and one of the biggest followings in football, both in the UK and around the world.”

The beer brand was the club’s shirt sponsor for 17 years, this ended in 2010 with the brand becoming Liverpool’s official beer partner.

It estimates that during the last 21 seasons, more than 5.7m pints of Carlsberg have been served at Anfield.

“We are delighted to extend our partnership with Carlsberg, one of the world’s leading beer brands,” added Billy Hogan, Liverpool FC’s chief commercial officer.

“Together we have been on an incredible journey, which sees our partnership become the longest in the history of any top-flight club.

“We are incredibly proud of our partnership’s longevity and the deep relationship between our two great brands. We look forward to another three years with Carlsberg, delivering exciting initiatives to our fans all over the world.”

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