Carlsberg and FC Liverpool have extended their existing long-term partnership for both the men's and women's teams for an additional ten years. With the continuation of this partnership, the total duration reaches an incredible 42 years, making it the longest sponsorship in the history of the club and the Premier League.
The longest-standing partnership in the Premier League traces its roots back to 1992, when Carlsberg became the official sponsor of Liverpool FC. In the subsequent years, the club witnessed some of its most iconic moments on the field. Notably, in 2001, Liverpool achieved the treble, while in 2005, they secured their fifth European Cup, staging a remarkable comeback from a 3-0 halftime deficit against AC Milan. The year 2006 saw Liverpool clinch their seventh FA Cup in a penalty shootout against West Ham, with a last-minute equalizer by Steven Gerrard. In 2015, Jürgen Klopp assumed the role of the club's new manager, propelling Liverpool to new heights. One of the pinnacle moments occurred in 2019 when Liverpool claimed their sixth European Cup by defeating Tottenham Hotspur.
With the renewed sponsorship extension until at least 2034, Carlsberg and FC Liverpool look forward to more monumental football moments.
"We are very pleased to welcome Carlsberg as a member of the LFC partner family for another ten years. The longevity of this agreement is evidence of our mutual commitment and the success of our longstanding partnership, built on a deeply rooted set of shared values. Since 1992, we have had a long journey together, and we consider Carlsberg not only as a partner but also as a true supporter of the Liverpool Football Club. Carlsberg is an integral part of the club, both for men and women, and we look forward to what the next ten years will bring for this great partnership," said Ben Latty, Commercial Director of Liverpool Football Club.
Louise Bach, Global Sponsorships Director at Carlsberg, emphasizes the highs and lows both partners have experienced over the last three decades, becoming part of each other's DNA: "We can't wait to continue bringing this unique partnership closer to millions of football fans worldwide—because, just like FC Liverpool, fans come first for us at Carlsberg."