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Carlsberg and Liverpool FC extend partnership to 31 seasons

Carlsberg and Liverpool Football Club have agreed a five-year extension to their iconic partnership - securing Carlsberg’s role as Official Beer until the end of the 2023-24 season.

The new deal builds on the longest standing partnership in the Premier League, which began in 1992 and has seen Carlsberg sponsor the team ever since. As a global partner, Carlsberg will continue to bring the relationship to life through global and local activations and events with fans across the world.

Jessica Spence, Carlsberg’s Chief Commercial Officer, said: “The relationship between Carlsberg and Liverpool FC is iconic, and we’re extremely proud to have been a part of the family for over a quarter of a century. We’re incredibly excited by what the future holds for the club and look forward to using our partnership to deliver exciting experiences for fans around the world.”

Commenting on the extension, Billy Hogan, Managing Director and Chief Commercial Officer at Liverpool Football Club said: “We are extremely proud to extend our deep-rooted partnership with Carlsberg to a record breaking thirty-one seasons.

“Since 1992 we have enjoyed a long and loyal relationship with Carlsberg and this extension is a real testament to the strong and historic link between the Club and the iconic brand. We are delighted to have Carlsberg as an established member of the LFC family, and we look forward to continuing to strengthen our relationship together.”

Carlsberg recently went all red for Liverpool FC fans – releasing a limited-edition red bottle, label and beer brewed especially for Liverpool FC fans to celebrate legendary manager Bill Shankly’s decision to play in an all red kit. Find out more at carlsberg.com/allred. 

Since Carlsberg and Liverpool FC’s partnership began:

  • Liverpool FC have won one European Cup (2005), two FA Cup’s (2001, 2006), four League Cup’s (1995, 2001, 2003, 2012) and one UEFA Cup (2001).
  • Ian Rush became the club’s top scorer of all time (October 18 1992 vs Manchester United)
  • Legends including Robbie Fowler and Steven Gerrard have made their debuts and since retired.

About Carlsberg

Carlsberg’s pursuit of better beer began in 1847, when it was founded by J.C. Jacobsen in Copenhagen. Today, it is enjoyed by millions around the world. Find out more at carlsberg.com.

About Liverpool Football Club

  • Founded in 1892, Liverpool FC is one of the world’s most historic and famous football clubs, having won 18 League Titles, seven FA Cups, eight League Cups, five European Cups, three UEFA Cups, three European Super Cups and 15 Charity Shields.
  • As a socially responsible Club, Liverpool FC is proud of its heritage and plays a proactive role in its communities through its official charity, Liverpool FC Foundation, which aims to create life changing opportunities for children and young people in Merseyside and beyond, and the Red Neighbours programme, which creates events and experiences specifically aimed at improving the lives of those living in and around the Anfield area (L4, L5 and L6).

Liverpool FC is a global brand and works with leading edge commercial partners around the world providing unparalleled commercial opportunities.

Media contact

Please address enquiries to:

Carlsberg UK Press Office Team

Fleet Street Communications

Tel 0203 567 5800 Email carlsberguk@fsc.uk.com