Carlsberg has agreed a three-year extension to its long-standing partnership with Liverpool Football Club.
The deal secures Carlsberg’s role as the club’s Official Beer until the end of the 2018/19 season.
The 2016/17 season will mark a 25-year association between Carlsberg and Liverpool Football Club, which was the leading beer brand’s first move into English football.
With the new sponsorship, Carlsberg will have improved pouring rights at Anfield with perimeter signage rights, access to players and improved ticket and hospitality opportunities, which will help to increase the value of the sponsorship.
Mikkel Pilemand, vice president core beer at Carlsberg Group, said: “Carlsberg and Liverpool Football Club are both iconic brands and have enjoyed a long and loyal partnership. This latest extension to our partnership is testament to the strong link between us, and further deepens the longest partnership in Premier League history.”
Billy Hogan, chief commercial officer at Liverpool Football Club, commented: “We are extremely pleased to extend our partnership with Carlsberg, who we have enjoyed working with for 25 years now. Throughout that time, the relationship between the two brands has been mutually successful.
“Carlsberg has become part of the fabric of the club and everyone associated with Liverpool FC appreciates this unique and longstanding relationship. We greatly look forward to working with them for the next three years and thank them for their loyalty during the last 25 years.”