Carlsberg has renewed its partnership with Liverpool FC as Official Club Sponsor for a further two years extending its contract to the end of the 2006/07 season. The agreement was finalised prior to Liverpool's amazing result in the Champions League Final last Wednesday night.
Carlsberg has been the Main Club Sponsor of Liverpool since 1992, the longest club partnership in The Premiership.
"The Carlsberg and Liverpool relationship is one of the longest and most successful in football. Carlsberg is delighted to be able to continue this partnership for a further two years and would like to add our congratulations to the club for the outstanding result in the Champions League," says Keld Strudahl, Senior International Marketing Director, Carlsberg.
He adds: "We're very happy to be extending our club sponsorship of Liverpool FC. Carlsberg's continued involvement with the club enables us to jointly build on our relationships with the international fan community which is stronger than ever following the amazing win in Istanbul."
Rick Parry, Chief Executive, Liverpool FC, says: "The partnership has been enormously successful over the last 13 years and we're delighted we've been able to extend it into what we hope will be a new era for the club. We have enjoyed an excellent relationship with Carlsberg and look forward to continuing that in the future."
Carlsberg aim to continue the strong bond that has developed with the club, players, staff and fans over the years. The new agreement will allow the continuation of joint marketing initiatives for the mutual benefit of the club and community, as well as to utilise the continued partnership internationally.
As official Club Sponsor, the renewed two year Liverpool FC contract will deliver a significant rights package ensuring a global reach including the Far East, Scandinavia and Eastern Europe markets, as well as the core markets of Western Europe.
Since 1988 Carlsberg's involvement in football has grown enormously and it is now one of the biggest sponsors in the game. Carlsberg is Official Sponsor of UEFA EURO 2008TM, as well as Official Beer of the England Team, The FA Cup together with many deals with clubs across the Premiership and the Football League.
Carlsberg is committed to football at all levels of the game and aims to bring its unique and extensive football credentials to the benefit of fans and communities across the UK.
Jens Peter Skaarup, + 45 33 27 14 17
International media relations manager