English men’s Premier League soccer heavyweights Liverpool have extended their commercial partnership with Carlsberg, the Danish brewing giant, for another decade.
This extended tie-up will take the overall sponsorship relationship between Liverpool and Carlsberg up to 42 years in length, the longest in the Merseyside club’s history.
The brand became the club’s official beer in 2010, and will now remain so until at least 2034.
The last tie-up between Liverpool and Carlsberg came in 2019 and lasts until the end of the ongoing 2023-24 campaign.
In the early 1990s, for a period of time it was Liverpool’s front-of-shirt sponsor.
Ben Latty, commercial director at Liverpool, has now said: “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. 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 bring for this amazing partnership.”
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In terms of the club’s main commercial partners, these include Standard Chartered (front-of-shirt sponsor), Nike (kit supplier), AXA, and Expedia.
Louise Bach, Carlsberg’s global sponsorships director, added: “We are extremely proud to add another 10 years to the iconic partnership between Carlsberg and Liverpool. 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.”
In late September, Liverpool’s owners Fenway Sports Group sold a minority stake in the club to US private equity firm Dynasty Equity.
The sale ended FSG’s search for investment, which started last November, and the cash injection is being used to reduce the club’s debt incurred during the pandemic and through acquisitions in the recent transfer window.
It is also being used to cover the cost of several projects including the new Anfield Road stand, the new AXA training center, and the repurchase of the Melwood training ground.