Liverpool sign landmark 10-year deal to close gap on Man City

Liverpool will take their partnership with Danish beer company Carlsberg to 42 years after inking a new 10-year deal.

Carlsberg, which began its partnership with the Reds back in 1992 when it took over the front of shirt sponsorship from electronics firm Candy, was the club’s principal partner until 2010 when Standard Chartered took over, with Carlsberg then becoming the club’s official beer partner.

Last year the club celebrated a 30-year anniversary of the partnership, the longest commercial agreement in Premier League history, and the current deal, which still had time to run, sees the firm continue the journey with the Reds for another decade.

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Speaking about the renewal with Carlsberg, Ben Latty, commercial director Liverpool said: “We are absolutely delighted to continue to have Carlsberg as a member of the LFC partner family for another ten years. The longevity of this agreement is testimony to our commitment to each other and the success of our partnership so far, which has been built on a deeply-rooted set of shared values.

“We have been on quite a journey with Carlsberg since 1992, and we consider them as more than a partner, they are a true supporter of Liverpool Football Club. They are woven into the fabric of the club, across our men’s and women’s teams, and we look forward to what the next ten years brings for this amazing partnership.”

In extended the partnership with Carlsberg it is the latest win for the Latty and the Reds’ commercial team, which stretches across continents with offices in not only the UK but also North America and Asia.

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