Liverpool FC has signed a sponsorship renewal with Carslberg to make it the longest partnership in Premier League and the club’s history.
The football club and brewer first penned a deal in 1992, when Carlsberg became principal partner of the club and was its shirt sponsor. By the end of this new deal, they will have been working together for 42 years.
“We are absolutely delighted to continue to have Carlsberg as a member of the LFC partner family for another ten 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,” said Ben Latty, Commercial Director Liverpool Football Club.
“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 ten years brings for this amazing partnership.”
In 2010 the brand became Liverpool’s official beer and it will remain as such until at least 2034.
We are thrilled to confirm we have inked an extension to our long-term partnership with @carlsberg for another ten years 🙌— Liverpool FC (@LFC) December 7, 2023
“We are extremely proud to add another 10 years to the iconic partnership between Carlsberg and Liverpool FC,” added Louise Bach, Global Sponsorships Director, Carlsberg.
“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.”
Since 1992 Carlsberg has invested in a number of projects, including:
The Bill Shankly statue. In 1997 it commissioned and donated the Bill Shankly statue, sculpted by Tom Murphy.
On the 25th anniversary, it created an LFC beer for Reds supporters, using red hops cultivated from plants that scientists at the Carlsberg Research Laboratory in Copenhagen “had immersed in the sights and sounds of Anfield over the previous 25 years.”
When Liverpool won its first Premier League title, it created a signature can to commemorate the victory that was launched in more than 25 countries.
On the 30th anniversary it created 6 limited-edition cans showcasing iconic kits of the past 30 years, each celebrating a legendary player for the club who wore the kit, including the legend’s name and signature as well as the lyrics to the signature songs for them bestowed by the Kop.