Premier League: Carlsberg (beer) extends partnership with Liverpool FC until 2023-24

The Danish beer brand Carlsberg has extended its partnership with Liverpool FC (Premier League) for a further five years, until the end of the 2023-24 season on 23/05/2019. The current partnership, through which Carlsberg became the official beer of the club, was signed on 23/03/2016 and expires at the end of the 2018-19 season. Liverpool had previously extended with Carlsberg for three seasons, on 12/07/2013.

Carlsberg remains the only beer sold at Anfield (45,500 capacity). The brand continues to benefit from visibility on LED signage at the stadium, access to Liverpool players for its promotional campaigns, as well as hospitality packages.

The sponsorship contract between Carlsberg and Liverpool, which began in 1992, is the oldest in the Premier League. Carlsberg was also the club's shirt sponsor from 1992 to June 2010. The partnership gave Liverpool €8m annually during the 2000s. The Danish company was replaced as main shirt sponsor in 2010-11 by the British bank Standard Chartered, which extended for four additional seasons, until the end of the 2022-23, on 24/05/2018.

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