An old and strong alliance of 42 years continues with the Reds

The new agreement will bring the partnership to 42 years, which is the longest in Premier League and club history. Carlsberg first became a principal partner of the club in 1992. Ben Latty, commercial director at LFC, 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. Louise Bach, global sponsorships director at Carlsberg, added we are extremely proud to add another ten years to the iconic partnership between Carlsberg and Liverpool FC.

During the last three decades we have stood side by side through the ups and downs and have become part of each other's DNA. The partnership is deeply rooted in our shared values, and we are very excited for the next decade.We can't wait to bring this unique partnership to the millions of football fans around the world, because just like Liverpool FC, we, at Carlsberg, put the fans first.

Alliance of 42 years

Carlsberg and Liverpool FC began their partnership in 1992, when the former featured on the front of the Reds’ shirt as the principal partner. The Premier League side, Liverpool FC have announced a partnership renewal with a Danish multinational brewer, Carlsberg for another 10 years. With this new agreement, the partnership will be lasting an astounding 42 years, solidifying its record as the longest in Premier League and club history.