Carlsberg inks historic 10-year deal with Liverpool Football Club

Carlsberg and Liverpool FC have extended their existing long-term partnership for another ten 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 Football Club 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 it witnessed 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 Gerrard Final.

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.

Speaking about the renewal with Carlsberg, Ben Latty, Commercial Director Liverpool Football Club, said: “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.

“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 ten years brings for this amazing partnership.”

Louise Bach, Global Sponsorships Director, Carlsberg, adds, “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.

Some highlights include:

The Bill Shankly statue

In 1997, Carlsberg commissioned and donated the Bill Shankly statue, sculpted by Tom Murphy, which stands proudly outside the Kop.

Red hops

To celebrate 25 years of partnership, Carlsberg created a unique LFC beer for Reds supporters. It used red hops cultivated from plants that scientists at the Carlsberg Research Laboratory in Copenhagen had immersed in the sights and sounds of Anfield over the previous 25 years.

LFC’s first Premier League title

In recognition of the club’s first Premier League title, Carlsberg created a signature can to commemorate the victory that was launched in more than 25 countries worldwide.

Forever Fans, Walking Together For 30 Years

To celebrate 30 years of partnership, Carlsberg created six unique limited edition cans showcasing iconic kits of the past 30 years, each celebrating a legendary player for the club who wore the kit, including the legend’s name and signature as well as the lyrics to the signature songs for them bestowed by the Kop.

30 of the Best

As part of the club’s celebrations of the 30th year of the partnership last season, fans were invited to vote on the Reds’ best Premier League match during that time.

Almost 10,000 supporters had their say in a poll on Liverpoolfc.com, voting for their favourite from a shortlist of 30 picked out by a panel from across the three decades.

The stunning 5-0 victory over Manchester United at Old Trafford in October 2021 was the runaway winner, tallying nearly 40 per cent of the votes to finish ahead of this season’s 9-0 defeat of AFC Bournemouth and the 4-3 thriller with Manchester City in January 2018.