Liverpool and Carlsberg Extend Sponsorship Deal in 21st Year of Partnership

Liverpool Football Club and Carlsberg have signed a three-year extension to their sponsorship deal in the 21^st year of their partnership.

The deal will run until the 2015-16 season, taking the total number of seasons the pair have worked together to 24.

Perhaps unsurprisingly the partnership is the longest-serving of any Premier League club.

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

“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.”

For 17 years Carlsberg were Liverpool’s shirt sponsor, before becoming the Reds’ official beer partner in 2010.

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

“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.”

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