Premier League: Danish beer brand Carlsberg extends its partnership with Liverpool until 2019

The Danish beer brand Carlsberg has extended its partnership with Liverpool FC (Premier League), until the end of the 2018-19 season, on 23/03/2016. The current partnership, through which Carlsberg became the official beer of the club, was signed on 12/07/2013 and expires at the end of the 2015-16 season.

Carlsberg remains the only beer sold in Anfield stadium (45,500 seats). The brand is entitled to visibility on the LED advertising boards at the stadium, as well as access to Liverpool players for its promotional campaigns, and hospitality packages.

The sponsorship deal between Carlsberg and Liverpool, which began in 1992, is the oldest in the Premier League. Carlsberg was the shirt sponsor of the club from 1992 to June 2010. Liverpool earned €8m per season through the the partnership in the 2000s. The Danish company was replaced for the 2010-11 season by the British bank Standard Chartered, which pay €27.8 per year for the shirt sponsorship until the end of the 2018-19 season.

• 2016-17 will mark the 25^th year of collaboration between Carlsberg and Liverpool.
• During these 25…