Liverpool FC and Carlsberg: The Longest-Running Sponsorship in Premier League History

The collaboration between Liverpool FC and Carlsberg began in 1992, coinciding with the formation of the English Premier League. At the time, it was a groundbreaking deal, making Carlsberg the first beer brand to sponsor a top-flight English football club’s jersey. Over the years, this partnership has become one of the most iconic and enduring sponsorships in football history, spanning more than three decades.

Side by side since 1992. Proud to extend our partnership with @LFC by five years 🔴#liverpoolFC #allred pic.twitter.com/UbwA2ED2sj

— Carlsberg (@carlsberg) May 23, 2019

Carlsberg’s logo remained on Liverpool’s shirts for 18 consecutive seasons (1992-2010), making it the longest-running front-of-shirt sponsorship in Premier League history at the time. The partnership was witness to some of the club’s most legendary moments, including:

• 1995: Liverpool’s League Cup triumph.
• 2001: The historic cup treble – FA Cup, League Cup, and UEFA Cup.
• 2005: The unforgettable UEFA Champions League victory in Istanbul.
• 2006: The dramatic FA Cup win, often called the “Gerrard Final.”

In 2010, Carlsberg transitioned from Liverpool’s main shirt sponsor to its official beer partner, a role it has held ever since.

Strategic Expansions and Sponsorship Extensions

As Liverpool’s global appeal grew, Carlsberg extended its partnership multiple times, securing long-term branding rights and expanding its reach into key markets across Asia, Europe, and North America.

• 2002: The sponsorship was renewed for three years, securing Carlsberg’s position in the growing football market.
• 2005: A new deal was signed before Liverpool’s historic Champions League victory, further strengthening the brand’s presence.
• 2007: The agreement was extended again until 2010, focusing on international expansion.
• 2013: Carlsberg became Liverpool’s official beer partner, maintaining its presence at Anfield and on global marketing campaigns.
• 2019: The partnership was renewed for five years, continuing fan engagement initiatives worldwide.
• 2023: A record-breaking 10-year extension was announced, ensuring Carlsberg remains Liverpool’s official beer partner until 2034—the longest-running sponsorship in Premier League history.

This long-term commitment has allowed Carlsberg to remain closely tied to Liverpool FC’s brand, integrating football sponsorship with its global marketing strategy.

Innovative Marketing Campaigns That Engaged Fans Worldwide

Carlsberg’s Chinese Logo Jersey (2010)

On May 2, 2010, Liverpool players wore jerseys featuring Carlsberg’s logo in Chinese characters for the first time. This special edition kit was unveiled during a Premier League match against Chelsea, coinciding with the World Expo in Shanghai, where Carlsberg was a key partner.

The match, watched by 750 million viewers worldwide, included LED pitch-side advertising in Chinese and highlighted Liverpool’s growing popularity in Asian markets.

The “Red Barley” Limited-Edition Beer (2019)

To celebrate Liverpool’s legacy and Carlsberg’s 26-year partnership, the brewery introduced “Red Barley”, a specially crafted red-colored beer. The concept was inspired by Bill Shankly’s decision in 1965 to switch Liverpool’s kit to all red, believing it would make the team look more intimidating.

Using naturally red barley, Carlsberg’s scientists developed a unique pilsner, which was launched exclusively at Anfield before Liverpool’s Premier League match against Huddersfield Town.

Carlsberg’s “Champions Can” (2020)

Following Liverpool’s Premier League title victory in 2020, Carlsberg released a limited-edition “Champions Can” in 25 countries worldwide.

For the first time, Carlsberg’s iconic green branding was replaced with Liverpool’s red, featuring:

• The club’s crest and player signatures.
• A tribute to Liverpool’s first league title in 30 years.
• The words “Champions, since 2020” replacing Carlsberg’s standard “1847 forward” slogan.

This campaign reinforced Carlsberg’s deep-rooted connection with Liverpool’s success and its global fanbase.

30 Years of Partnership Celebration (2022)

In 2022, Carlsberg launched a global campaign to mark 30 years of sponsorship, integrating multi-channel marketing across 26 markets.

Key highlights included:

• A film campaign featuring Liverpool FC legends.
• Limited-edition “Legends” cans, each honoring a Liverpool icon, including Ian Rush, John Barnes, Sami Hyypiä, Robbie Fowler, Jamie Carragher, and Luis Garcia.
• Mini-documentaries featuring club legends and lifelong fans.
• A fan vote for Liverpool’s greatest Premier League match, which was won by the 5-0 victory over Manchester United at Old Trafford in 2021.

This campaign solidified Carlsberg’s role as more than just a sponsor—it became part of Liverpool’s football culture.

Forever Fans Campaign (2023)

To celebrate three decades of partnership, Carlsberg launched the “Forever Fans” campaign, showcasing the dedication of Liverpool’s global supporters.

• Liverpool legends, including Ian Rush and Robbie Fowler, interviewed some of the club’s most dedicated fans.
• Stories included a Malaysian supporter who wakes up at 3 AM to watch matches and Finnish fans reminiscing about Sami Hyypiä’s impact on the club.
• The campaign captured the deep emotional bond between Liverpool FC and its worldwide fanbase.

Carlsberg’s Continued Investment in Fan Engagement

The Carlsberg Player of the Match Award (2023/24 Season)

In the 2023/24 season, Carlsberg introduced the Carlsberg Player of the Match Award, allowing fans to vote for the standout performer in every Liverpool game.

Anfield Matchday Experiences and Contests

Over the years, Carlsberg has provided Liverpool fans with exclusive experiences, including:

• Ticket giveaways for major matches.
• Behind-the-scenes stadium tours.
• Signed memorabilia and VIP hospitality experiences.
• Social media activations engaging millions of Liverpool supporters.

Carlsberg’s continued investment in interactive fan engagement has helped reinforce its position as one of the most recognizable sponsors in football history.

Record-Breaking 10-Year Sponsorship Extension (2023-2034)

On December 7, 2023, Liverpool FC and Carlsberg announced a new 10-year sponsorship extension, making it the longest-running partnership in Premier League history.

• Carlsberg will remain Liverpool’s official beer partner until at least 2034.
• Both brands will continue launching innovative campaigns for global fan engagement.
• Liverpool FC and Carlsberg will expand their activations into new international markets.

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