Carlsberg extends sponsorship deal with Liverpool FC


Danish brewer Carlsberg said on Thursday it had agreed with Liverpool FC to extend its sponsorship deal with the soccer club until the 2023-24 season, marking the longest running partnership in England’s Premier League.

Liverpool, which ended second behind Manchester City in the domestic English league this season and will play Tottenham Hotspur in Europe’s Champions League final next week, has been sponsored by Carlsberg since 1992.

“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,” said Jessica Spence, Carlsberg’s Chief Commercial Officer.

Last month, Carlsberg released a limited-edition Liverpool FC beer with a red bottle and label to celebrate former manager Bill Shankly’s decision to play in an all red kit.

Carlsberg has also unveiled a new UK-specific TV ad, featuring Danish actor Mads Mikkelsen, to promote its new Danish Pilsner.

The ad debuted on 23 May during Hatton Garden on ITV, delivering the same honesty and humour as the campaign that has captured the attention over the last month.

The brewer, in the new campaign, admitted that their beer can longer claim to ‘probably the best’ in the world, saying they have lost way by focusing on quantity, instead of quality.

The new ad shows Mikkelsen confessing that “in the UK, Carlsberg pursued being the biggest, not the best and the beer suffered”.

“The aim of our marketing campaign is to get consumers to try our new Carlsberg Danish Pilsner and drive re-appraisal of the brand in the UK,” said Liam Newton, vice president of marketing, Carlsberg UK.

“It’s been great to see the reaction so far, and we hope drinkers will respond to the humour of our new TV ad, starring Mads Mikkelsen, by trying Carlsberg Danish Pilsner this summer.”

The 30 second advert will run throughout the summer on TV and digital channels. A 50 second version, will premier during Gogglebox on Channel 4 on Friday, 24th May.

New Carlsberg Danish Pilsner can be found in on and off-trade outlets across the UK now.