Premier League: Carlsberg (beer) extends as official partner of Liverpool for 10 seasons (2024-2034)

The Danish beer brand Carlsberg has extended its partnership with Liverpool FC (Premier League) for a further ten years, until the end of the 2033-34 season on 07/12/2023. The agreement, which makes Carlsberg the Reds' official beer (official partner, 3^rd level), was initially signed in 2010, and subsequently extended in 2013, 2016 and 2019.

Carlsberg's sponsorship deal with Liverpool, which began in 1992, is the longest-standing in the Premier League, and will run for 42 years. Carlsberg was the club's shirt sponsor from 1992 to 2010 (€8m per season). The Danish company was replaced by Standard Chartered in 2010-11. The British bank has extended their agreement for a further four years, until the end of 2026-27 (£50m / €59.1m per season) on 14/07/2022.

As part of this partnership, Carlsberg remains the only beer on sale in Anfield's (61,000 capacity) concessions. The brand will continue to be featured on the stadium's LED signage, and will have access to Liverpool players for promotional campaigns, as well as hospitality packages.

Liverpool FC: the Carlsberg partnership's renewal…