Liverpool extends Carlsberg partnership

Liverpool FC extend Carlsberg partnership

December 8, 2023

Liverpool Football Club (LFC) have announced a ten-year extension agreement of their partnership with Carlsberg, which will see the Danish brewer continue on as the Official Beer Partner of the Merseyside club.

The partnership first kicked off in 1992, when Carlsberg joined the LFC sponsorship portfolio as the Principal Partner of the club. Since 2010, it has been the club’s Official Beer Partner.

Speaking about the Carlsberg extension, Ben Latty, Commercial Director, Liverpool FC, commented:

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, 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.

Aditya Chaudhuri

Hailing from the City of Joy, the things that bring me joy are cricket, a good non-tilt CS:GO session, F1 and movies.

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