Newsroom » Carlsberg and Liverpool Football Club sign historic 10-year deal « The Carlsberg Group

Carlsberg and Liverpool FC have extended their existing long-term partnership for a further ten years. The signing of the deal will bring the partnership to an incredible 42 years and reaffirms its position as the longest partnership in Premier League and club history.

This unique and long-standing relationship between Liverpool Football Club and Carlsberg first began in 1992, when Carlsberg became a major shareholder of the club and graced the front of the Reds’ shirt.

In that time, the pitch has seen some of the club’s greatest and most celebrated moments, including an unforgettable cup treble in 2001, the miracle of Istanbul in 2005, the UEFA Super Cup and The Gerrard Final.

Carlsberg then became the club’s official beer in 2010 and will remain so until at least 2034 thanks to this new decade renewal.

Speaking about the renewal with Carlsberg, Liverpool Football Club’s Commercial Director Ben Latty said:

“We are absolutely delighted to have Carlsberg as a member of the LFC partner family for another ten years. The longevity of this agreement is a testament to our commitment to each other and the success of our partnership thus far, built on deeply rooted shared values.

„We have been on a journey with Carlsberg since 1992 and we consider them more than just a partner, they are true supporters of Liverpool Football Club. They are woven into the fabric of the club throughout our men’s and women’s teams and we look forward to what this exciting partnership will bring in the next ten years.”

Louise Bach, Director of Global Sponsorships, Carlsberg, adds:

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„We are very proud to add another 10 years to the core partnership between Carlsberg and Liverpool FC. Over the past three decades, we have stood side by side through ups and downs and become part of each other’s DNA. The partnership is deeply rooted in our shared values ​​and we are very excited about the next decade. Millions around the world We can’t wait to bring this unique partnership to countless football fans because, just like Liverpool FC, at Carlsberg we put the fans first.

During their time as loyal partners, LFC and Carlsberg have worked side by side to deliver effective and meaningful campaigns and products that celebrate the club’s illustrious history – and, most importantly, its fans.

Some highlights include:

Bill Shankly statue

In 1997, Carlsberg commissioned and donated a statue of Bill Shankly, sculpted by Tom Murphy, which stands proudly outside the Cope.

Red Hops

to do Celebrate 25 years of partnership, created a unique LFC beer for Carlsberg Reds supporters. Scientists at the Carlsberg Research Laboratory in Copenhagen used red hops cultivated from plants that had been immersed in the sights and sounds of Anfield for the previous 25 years.

LFC’s first Premier League title

In recognition of the club’s first Premier League title, Carlsberg created a signature can to commemorate the launch in more than 25 countries worldwide.

Forever fans, walking together for 30 years

To celebrate the 30-year partnership, Carlsberg created six unique limited-edition cans showcasing iconic kits from the past 30 years, each celebrating a legendary player for the club who wore the kit, including the legend’s name and signature and signature songs. Cope provided songs for them.

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30 are the best

As part of the club’s celebrations of the 30th anniversary of the partnership last season, fans were invited to vote for the Reds’ best Premier League fixture at the time.

Almost 10,000 supporters had their say in a poll on, voting for their favorite from a 30-man shortlist selected by a panel spanning three decades.

A stunning 5-0 win over Manchester United at Old Trafford in October 2021 was a runaway winner, securing almost 40 per cent of the vote to finish this season ahead of 4-3 thriller defeats by AFC Bournemouth and Manchester City. In January 2018.

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