Carlsberg renews long-running Liverpool relationship

English Premier League football club Liverpool has extended a sponsorship deal with the Carlsberg brewery.

The renewal will run for three seasons, from 2016-17 to 2018-19.

Next year will mark the 25th anniversary of the start of a relationship between the two parties.

The renewed deal will allow Carlsberg to benefit from improved pouring rights at the Anfield stadium, as well as pitch-side LED signage, access to players and hospitality packages.

Mikkel Pilemand, vice-president of core beer at Carlsberg Group, said: “This latest extension to our partnership is testament to the strong link between us, and further deepens the longest partnership in Premier League history. The sponsorship agreement is a good example of our re-focused strategy to invest in consumer facing and efficient sponsorships.”