Danish brewing giant Carlsberg signs new 10-year commercial agreement with Liverpool FC extending its partnership with the club to 42 years. Tony McDonough reports
Beer giant Carlsberg will continue to be a commercial partner of Liverpool Football Club for another 10 years.
This new decade-long agreement will extend the Danish company’s relationship with the club to 42 years. The two first came together in 1992 when Carlsberg became Liverpool’s main shirt sponsor.
That initial period saw some of the club’s most iconic and celebrated moments on the pitch. These included the cup treble in 2001, the Champions League ‘miracle of Istanbul’ in 2005, a UEFA Super Cup, and the 2006 FA Cup triumph over West Ham.
Carlsberg then went on to become the club’s official beer in 2010, and will remain so until at least 2034 thanks to this renewal.
Ben Latty, commercial director at LFC, said: “We are absolutely delighted to continue to have Carlsberg as a member of the LFC partner family for another 10 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 10 years brings for this amazing partnership.”
In 1997, Carlsberg commissioned and donated the Bill Shankly statue, sculpted by Tom Murphy, which stands outside the Kop. And To celebrate 25 years of partnership, Carlsberg created a unique LFC beer for Reds supporters.
Louise Bach, global sponsorships director at 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.”