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‘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?

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