Liverpool FC: Carlsberg extends partnership by three years

Danish brewery Carlsberg has signed a three-year extension to its partnership with Liverpool FC (7^th in the Premier League in 2012/13) on the 12/07/2013. The sponsorship deal which began in 1992, is the longest running in the Premier League. The contract has now been extended to the end of the 2015/16 season.

Carlsberg was the club's shirt sponsor from 1992 to June 2010. This partnership earned Liverpool €8m per season in the 2000s. The brewery was replaced by the British bank Standard Chartered in 2010, who pays Liverpool an annual €20m for shirt sponsorship until the end of the 2013/14 season.

"Our relationship with Liverpool FC started in 1992. It was Carlsberg’s very first connection to English football - an affiliation which has grown significantly," said Mike Thompson, Carlsberg's director of marketing.

The brewer claims to have sold 5.7m pints of beer (3.2m litres) at Anfield (capacity: 45,000), Liverpool's stadium, in the last 21 years.

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