Liverpool extends record-breaking, 27-year partnership with Carlsberg

Premier League club Liverpool has extended its record-breaking partnership with Danish beer brand Carlsberg.

Under the deal, Carlsberg will continue as the club’s Official Beer Partner for another five years, until the end of the 2023-24 season. The deal is a global partnership.

Carlsberg is now Liverpool’s longest-serving sponsor, having first partnered with the club 27 years ago in 1992. It is also the longest partnership in Premier League history.

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Billy Hogan, managing director and chief commercial officer at LFC, said: “Since 1992 we have enjoyed a long and loyal relationship with Carlsberg, and this extension is a real testament to the strong and historic link between the club and the iconic brand.”

In Carlsberg’s latest activation at the club, the Danish brand launched a new co-branded red beer – known as ‘Red Barley’ – to pay homage to Bill Shankly’s 1964 decision to have the team play in an all-red kit.

Red Barley was officially launched at Anfield last month ahead of Liverpool’s Premier League fixture with Huddersfield Town, and is now available worldwide.