Liverpool and Carlsberg celebrate 21 years of partnership

Carlsberg and Liverpool: Together Since 1992.

Liverpool and Danish beer brand Carlsberg are today celebrating their partnership of 21 years with the contract being extended to three years. It is the longest-serving partnership of any Barclays Premier League club till date.

Carlsberg are the official shirt partners and beer partners of the Merseyside team.

“We are delighted to extend our partnership with Carlsberg, one of the world’s leading beer brands,” says Billy Hogan, Liverpool FC’s Chief Commercial Officer. ‘Together we have been on an incredible journey, which sees our partnership become the longest in the history of any top-flight club. We are incredibly proud of our partnership’s longevity and the deep relationship between our two great brands.”

According to the Wall Street Journal, it is estimated that over 5.7 million pints of Carlsberg have been served at Anfield, which is more than enough to fill an Olympic-sized swimming pool during these 21 seasons.

Meanwhile, Carlsberg’s Marketing Director Mike Thompson was delighted with the deal between the two parties.

“Our relationship with Liverpool FC started in 1992. It was Carlsberg’s very first connection to English football – an affiliation which has grown significantly. Over two decades later we are thrilled to be continuing our partnership with a club that has over 120 years of heritage and one of the biggest followings in football, both in the UK and around the world,” Thompson said.