May 23 – Champions League finalists Liverpool have added five years to their Carlsberg partnership that will take them through to the end of the 2023/24 season.
The Carlsberg hook-up is the longest running in the Premier League having begun in 1992. Carlsberg was the club’s shirt sponsor for the first 17 years, until 2010, when it became the club’s official beer partner.
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 will continue to activate the deal through local and global sponsorships. Its latest campaign – ‘Red Barley’ – saw the creation of an entirely red beer paying homage to Bill Shankley’s decision to play in all-red.
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.”
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