December 8 – Liverpool FC has extended its long-term partnership with Carlsberg, which will see the Danish Brewer remain the Reds’ Official beer until the end of the 2033/34 season.
The inking of the agreement will extend the partnership to 42 years upon its conclusion in a decade’s time, making it the longest partnership in Premier League and club history.
Despite passing the front-of-shirt sponsorship to Standard Chartered in 2010, Carlsberg immediately became the Official beer of the Merseyside Club – a title it has kept for the past 13 years.
Ben Latty, commercial director Liverpool, said: “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.
“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.”
The value for the decade-long extension remains undisclosed.
Louise Bach, Global Sponsorships Director, Carlsberg, added: “We are extremely proud to add another 10 years to the iconic partnership between Carlsberg and Liverpool FC. 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.”
Liverpool FC will look to keep the pressure on the league leaders by securing a result against Crystal Palace in the early kick-off on Saturday. Arsenal, who sit two points above the reds in first place, face a tough fixture away at in-form Aston Villa.
Contact the writer of this story, Harry Ewing, at moc.l1714357129labto1714357129ofdlr1714357129owedi1714357129sni@g1714357129niwe.1714357129yrrah1714357129