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.
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.