Liverpool FC and Carlsberg Extend Partnership for Another 10 Years

Liverpool FC and Carlsberg are excited to announce the extension of their long-term partnership for an additional 10 years. This agreement solidifies their partnership as the longest in Premier League and club history, spanning an incredible 42 years.

A Historic Relationship

The special bond between Liverpool Football Club and Carlsberg began in 1992 when Carlsberg became a principal partner and proudly adorned the front of the Reds’ shirt. Throughout the years, this partnership has witnessed some of the club’s most iconic moments, including the unforgettable cup treble in 2001, the miracle of Istanbul in 2005, a UEFA Super Cup victory, and The Gerrard Final.

In 2010, Carlsberg became the official beer of Liverpool FC, a title it will hold until at least 2034 thanks to this new decade-long renewal.

A Testimony to Commitment

Ben Latty, Commercial Director of Liverpool Football Club, expressed his delight with the renewal, stating, “We are thrilled to have Carlsberg as a member of the LFC partner family for another 10 years. The longevity of this agreement reflects our commitment to each other and the success we have achieved together, based on shared values.”

Latty further emphasized the deep connection between Carlsberg and Liverpool FC, describing Carlsberg as more than just a partner but a true supporter of the club. He added, “They are woven into the fabric of the club, supporting both our men’s and women’s teams. We eagerly anticipate the next 10 years of this incredible partnership.”

With this extension, Liverpool FC and Carlsberg continue their longstanding collaboration, marking a new chapter in their storied history together.