Carlsberg and Liverpool Football Club have extended their existing sponsorship agreement for another ten years.
The latest deal will bring the tie-up to 42 years, cementing it as the longest-running partnership in the Premier League and Liverpool’s club history.
The relationship between Liverpool FC and Carlsberg was first launched in 1992 when Carlsberg became the shirt sponsor. The brewer then went on to become the club’s official beer in 2010 and will remain so until at least 2034, thanks to the latest renewal of their deal.
Louise Bach, Glbal Sponsorships Directo at Carlsberg, commented: “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.”
Ben Latty, Commercial Director Liverpool Football Club, added: “We are absolutely delighted to continue to have Carlsberg as a member of the LFC partner family for another ten 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.”
NAM Implications:
- If it works, why fix it?
- Pointer for others in uncertain times?
