Liverpool Football Club and leading international beer brand Carlsberg are today celebrating their partnership of 21 years by announcing a three year extension to Carlsberg’s long-term sponsorship.
Already the longest serving partnership of any Barclays Premier League club, it has now been extended to run until the end of the 2015/16 season, a total of 24 seasons.
For 17 years Carlsberg were Liverpool FC’s shirt sponsor, until 2010 when they became the Reds’ official beer partner. During the 21 seasons, it is estimated that over 5.7 million pints of Carlsberg have been served at Anfield, which is more than enough to fill an Olympic sized swimming pool (2,500,000L).
“Our relationship with Liverpool FC started in 1992. It was Carlsberg’s very first connection to English football – an affiliation which has grown significantly. Over two decades later we are thrilled to be continuing our partnership with a club that has over 120 years of heritage and one of the biggest followings in football, both in the UK and around the world,” says Mike Thompson, Marketing Director for Carlsberg.
It is estimated that Liverpool FC has 588 million followers across the globe that the club interacts with on a regular basis. Recently Liverpool FC launched 15 new local language Twitter accounts reaching fans in over 75 different countries. This is in addition to Liverpool.com which receives 7 million visitors per month, LFC TV UK which attracts 600,000 viewers per week, and LFC TV International which connects with 100 million homes worldwide.
Billy Hogan, Liverpool FC’s Chief Commercial Officer, adds: “We are delighted to extend our partnership with Carlsberg, one of the world's leading beer brands. Together we have been on an incredible journey, which sees our partnership become the longest in the history of any top-flight club. We are incredibly proud of our partnership’s longevity and the deep relationship between our two great brands. We look forward to another three years with Carlsberg, delivering exciting initiatives to our fans all over the world.”
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CONTACTS:
Carlsberg Group Ben Morton +45 3327 1417, ben.morton@carlsberg.com
Joanna Dring +45 2335 1562 joanna.dring@carlsberg.com
For more news sign up on www.carlsberggroup.com/subscribe or follow @CarlsbergGroup on Twitter.
Liverpool FC PR Office +44 151 432 5686 pr@liverpoolfc.tv
Notes to Editors:
Carlsberg’s long-standing involvement with football
The brand has a long heritage of supporting football through major international sponsorships of national teams and international tournaments. Starting in the 1970’s, Carlsberg was the first commercial sponsor of the Danish national team and national league. The Denmark sponsorship continues today along with partnerships with the national teams of England, Ireland and Serbia.
In club football Carlsberg has wide ranging partnerships throughout Europe and beyond including a recent deal with the Premier League.
Carlsberg has been a consecutive sponsor of the European Football Championships since 1988.
About Carlsberg Group
The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the top six biggest brands in Europe. More than 42.000 people work for the Carlsberg Group, and its products are sold in more than 150 markets. In 2012, the Carlsberg Group sold approximately 120 million hectolitres of beer, equivalent of approx. 36 billion bottles of beer. Find out more at www.carlsberggroup.com
About Liverpool Football Club
Founded in 1892, Liverpool FC is one of the world’s most historic and famous football clubs having won 18 League Titles, seven FA Cups, eight League Cups, five European Cups, three UEFA Cups, three European Super Cups and 15 Charity Shields
As a socially responsible business, Liverpool FC is proud of its heritage and plays a proactive role in its communities managing over 20 projects all-year round in education, social inclusion, health and sports development. Its contribution was recognised by the award of a Community Mark from Business In The Community
Liverpool FC is a global brand and works with leading edge commercial partners around the world providing unparalleled commercial opportunities
