Carlsberg and Liverpool FC have extended their sponsorship partnership until 2034

By: Trademagazin Date: 2023. 12. 07. 12:15

The Carlsberg beer brand and the Liverpool football team have extended their 30-year-old and now iconic sponsorship agreement for another 10 years. With the renewal of the partnership signed in 1992, the longest cooperation in the history of the Premier League, covering 42 years, was created.

The unique and long-lasting relationship between Liverpool Football Club and Carlsberg began in 1992, when the brand appeared on the team’s jersey as part of a sponsorship agreement between Carlsberg and the club. In the following years of the collaboration, the fans witnessed such iconic and celebrated moments in the club’s history as “Fowler’s Treble” in 2001, the “Istanbul Miracle” in 2005, the UEFA Super Cup final, or the “Gerrard Final”. Carlsberg became the official beer of the football club in 2010 and will remain so until at least 2034 thanks to a decade-long renewal of the agreement.