Carlsberg, Liverpool FC

Carlsberg has added three more years to its partnership with Liverpool FC, as the long-standing deal approaches its 25th year next season.

Securing Carlsberg as the football club’s official beer until the end of the 2018/19 season, the extended tie-up grants the brand improved pouring rights at the Anfield stadium, perimeter signage rights, access to players, and improved ticket and hospitality opportunities.

“Carlsberg and Liverpool FC are both iconic brands and have enjoyed a very long and loyal partnership,” said Mikkel Pilemand, vice president core beer, Carlsberg Group.

“The sponsorship agreement is a good example of our re-focused strategy to invest in consumer-facing and efficient sponsorships. Football continues to be a key beer occasion. And football will remain a key pillar of the Carlsberg brand, both short and longer term.”

Carlsberg estimated that 6.5 million of its pints had been served at Anfield since 1992.

“Carlsberg has become part of the fabric of the club, and everyone associated with Liverpool FC appreciates this unique and long-standing relationship,” said Billy Hogan, the club’s chief commercial officer.