Carlsberg renews Liverpool F.C. sponsorship deal

Carlsberg has once again renewed its sponsorship deal with Liverpool F.C., a partnership the Danish beer giant has benefitted from since 1992.

Carlsberg Liverpool FC Red Beer

The news comes after the brewer released a bright red pilsner created specifically for Liverpool FC fans last month.

The club’s chief commercial officer said: “We are extremely proud to extend our deep-rooted partnership with Carlsberg to a record-breaking 31 seasons.

“Since 1992 we have enjoyed a long and loyal relationship with Carlsberg and this extension is a real testament to the strong and historic link between the club and the iconic brand.

“We are delighted to have Carlsberg as an established member of the LFC family, and we look forward to continuing to strengthen our relationship together.”

The new deal, which means Carlsberg continues to hold the longest-standing partnership in the Premier League, will see the Danish brand become the club’s official beer until the end of the 2023-24 season.

“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,” Jessica Spence, Carlsberg’s chief commercial officer, said.

“As Reds fans ourselves, we’re incredibly excited by what the future holds for the club and look forward to using our partnership to deliver exciting experiences for fans around the world.

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