LFC announced a new 10-year sponsorship deal with Carlsberg
Sunday May 29, 2022: Liverpool’s manager and #039; Jurgen Klopp with a bottle of Carlsberg in an open bus parade around the city after the club won the cup double, the FA Cup and the Football League Cup. 7 December 2023 Liverpool FC and Carlsberg are delighted to confirm that they have extended their current long-term partnership for a further 10 years. The conclusion of this agreement extends the partnership to an incredible 42 years and reiterates its status as the longest partnership in Premier League and club history. This unique and long-lasting relationship between Liverpool Football Club and Carlsberg began in 1992 when Carlsberg became the main partner of the club and took a place on the front of the Reds shirt. During that time, the pitch has seen some of the club’s most iconic and celebrated moments, including an unforgettable promotion in 2001, the Miracle of Istanbul in 2005, the UEFA Super Cup and Gerrard’s final. Carlsberg then became the official beer of the club in 2010 and will remain so at least until 2034 thanks to this new decade-long renewal. Sunday 22 March 2009: Liverpool captain Steven Gerrard MBE celebrates scoring his side’s third goal from the penalty spot against Aston Villa in the Premier League match at Anfield. Ben Latty, Commercial Director of Liverpool Football Club, said of the Carlsberg renewal: “We are delighted to continue Carlsberg as part of the LFC partner family for another 10 years. “The longevity of this agreement is a testament to our commitment to each other and the success of our partnership to date, based on deep-rooted shared values. “We have been working with Carlsberg since 1992 and we see them as more than a partner, they are a true supporter of Liverpool Football Club. “They are woven into the fabric of the club, our men’s and women’s teams and we look forward to what the next 10 years will bring for this great partnership.”