HomeAnalysisFootballUnited Kingdom

‘The club matches our global footprint’ | Inside Carlsberg’s 30-year Liverpool deal

(Photo: Getty Images - credit: Stanley Chou/Allsport).

This season, Danish beer brand Carlsberg celebrates its thirtieth anniversary as a sponsor of Premier League giant Liverpool FC, the longest-running sponsorship deal in the English top flight. SportBusiness Sponsorship speaks to Carlsberg marketing manager Louise Bach and Liverpool’s new commercial director Ben Latty to understand the evolution of the deal.

How has the sponsorship deal evolved over time?

You need to have a subscription to access this content

If you would like more information on our Sponsorship product please contact our sales team

Already have an account? Sign in here

Most recent

Six Nations Rugby has secured an uplift in its ‘insights’ category with its most recent sponsorship agreement with software and accounting firm Sage after enhancing the package of available rights. Matthew Williams reports.

Kia Australia, the local subsidiary of the Korean car maker, added another significant property to its Australian sports sponsorship portfolio when it signed a three-year sponsorship agreement with the National Rugby League (NRL) in December running from 2023 to 2025.

The longer a new stadium goes without a naming sponsor, the harder it is to find one prepared to pay a high fee. Frank Dunne asks why teams from the most watched football league in the world so often struggle to land venue sponsors.

AC Milan says the renewal of its front-of-shirt deal with long-standing sponsor Emirates on significantly improved terms is a reward for winning Italy’s Serie A last season and the club's return to the Uefa Champions League.