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Liverpool and Carlsberg extend relationship beyond historic 25th anniversary

Liverpool and Carlsberg will celebrate their 25th anniversary together next year after the two agreed a three year extension to their partnership.

The new deal will see Carlsberg continue in its role as Liverpool’s official beer until the end of the 2018/19 season.

The beer giant will benefit from improved taps in the stadium as well as pitch-side LED signage and access to players and hospitality packages.

Commenting on the extension Liverpool’s chief commercial officer, Billy Hogan, said: “Carlsberg has become part of the fabric of the club and everyone associated with Liverpool FC appreciates this unique and longstanding relationship, we greatly look forward to working with them for the next 3 years and thank them for their loyalty during the last 25 years.”

Mikkel Pilemand, Carlsberg’s vice president core beer, said the sponsorship agreement was “a good example of our re-focused strategy to invest in consumer facing and efficient sponsorships”.

He added: “As well as seeing how far they go in the Europa League this season, we’re very much looking forward to the opening of Anfield’s new Main Stand where we will be able to host even more customers and deliver the best ever fan experiences…probably.”

Featured by The Drum