Liverpool Extends Record Partnership
Liverpool FC has extended its long-term partnership with Carlsberg for a further ten years.
The new agreement will take the duration of the relationship between the Reds and Carlsberg to 42 years, remaining the longest partnership in both Premier League and club history.
The Danish brewer first became principal partner of Liverpool FC in 1992 and was named front-of-shirt sponsors. In 2010, the front-of-shirt partnership was ended with Carlsberg going on to become the club’s official beer partner.
Now, it has been confirmed that it’ll remain in that position until at least 2034.
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.”
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.
“We can’t wait to bring this unique partnership to the millions of football fans around the world, because just like Liverpool FC, we, at Carlsberg, put the fans first.”
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