Carlsberg Celebrate 21 Years of Liverpool Sponsorship
Fri 12th Jul 2013 | Football Sponsorship
Liverpool and Carlsberg are celebrating their partnership of 21 years by announcing a three-year extension to their sponsorship.
Already the longest-serving partnership of any Barclays Premier League club, it has now been extended to run until the end of the 2015-16 season - a total of 24 seasons.
For 17 years Carlsberg were Liverpool FC's shirt sponsor, until 2010 when they became the Reds' official beer partner.
Mike Thompson, marketing director for Carlsberg, said: "Our relationship with Liverpool FC started in 1992. It was Carlsberg's very first connection to English football - an affiliation which has grown significantly.
"Over two decades later we are thrilled to be continuing our partnership with a club that has over 120 years of heritage and one of the biggest followings in football, both in the UK and around the world."
Billy Hogan, Liverpool FC's chief commercial officer, added: "We are delighted to extend our partnership with Carlsberg, one of the world's leading beer brands.
"Together we have been on an incredible journey, which sees our partnership become the longest in the history of any top-flight club.
"We are incredibly proud of our partnership's longevity and the deep relationship between our two great brands. We look forward to another three years with Carlsberg, delivering exciting initiatives to our fans all over the world."
Posted by: Aaron Gourley
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