English Premier League football club Liverpool has renewed its long-term commercial partnership with Danish brewing company Carlsberg by confirming a three-year contract extension.
For 17 years until 2010, Carlsberg served as Liverpool’s shirt sponsor, after which it became the club’s official beer partner.
It will continue this role until the end of the 2015-16 football season, meaning a partnership which is already the longest running in the Premier League will have spanned 24 years.
International banking group Standard Chartered now holds Liverpool’s shirt sponsorship rights, while Warrior is the club’s kit partner.
Carlsberg now sits on the commercial tier below Liverpool’s two main partners, alongside 13 other firms.