Liverpool FC and Carlsberg are thrilled to confirm they have extended their existing long-term partnership for another 10 years.

Liverpool FC and Carlsberg are thrilled to confirm they have extended their existing long-term partnership for another 10 years.

The inking of this agreement will bring the partnership to an incredible 42 years, and reiterates its standing as the longest partnership in Premier League and club history.

This unique and long-lasting relationship between Liverpool FC and Carlsberg was first launched in 1992, when Carlsberg became a principal partner of the club and took pride of place on the front of the Reds’ shirt.

During that time were some of the club’s most iconic and celebrated moments on the pitch, including the unforgettable cup treble in 2001, the miracle of Istanbul in 2005, a UEFA Super Cup, and the 2006 FA Cup triumph.

Carlsberg then went on to become the club’s official beer in 2010, and will remain so until at least 2034 thanks to this new decade-long 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.”

Louise Bach, global sponsorships director at Carlsberg, said: “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.”

During its time as a loyal partner, LFC and Carlsberg have worked side by side to deliver impactful and meaningful campaigns and products that celebrate the club’s illustrious history – and, most importantly, its fans.