Liverpool FC and Carlsberg have announced an extension of their long-term partnership for another 10 years, solidifying it as the longest partnership in club history. The collaboration between the two began in 1992 when Carlsberg became a principal partner of Liverpool and had its logo displayed on the team’s shirts. Over the years, Carlsberg witnessed some of the club’s most memorable moments, including the cup treble in 2001 and the miracle of Istanbul in 2005. In 2010, Carlsberg became the official beer of Liverpool and will remain so until 2034 with this latest renewal.
Liverpool FC’s Commercial Director, Ben Latty, expressed his delight at the extended partnership, highlighting the shared values and deep-rooted connection between the club and Carlsberg. Latty emphasized that Carlsberg is not just a partner, but a true supporter of Liverpool Football Club, having been a part of the fabric of the club across its men’s and women’s teams since 1992. The renewed agreement extends their collaborative journey for another decade, and both parties are excited for what the future holds.
