Carlsberg extends 21-year sponsorship of Liverpool FC by three more years
Carlberg has extended with sponsorship with Liverpool FC by three years, a deal that has already run for 21 years, the longest in the Barclays Premier League history.
The three year extension will now run until 2015/16 season, having seen Carlsberg act as shirt sponsor for the first 17 years, until 2010 when it became the club’s official beer partner, with an estimated 5.7 million pints being served at Anfield during that time.
Mike Thompson, marketing director for Calrsberg, said that since the initial agreement, the brand’s connection to English football had “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,” he added.
Billy Hogan, Liverpool FC’s chief commercial officer, added: “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. We look forward to another three years with Carlsberg, delivering exciting initiatives to our fans all over the world.”
Meanwhile, it has also been reported that Carlsberg has appointed The Marketing Store for its below-the-line activity.