Carlsberg has agreed to a three-year extension to its long-time partnership with Liverpool Football Club. The deal secures Carlsberg's role as the club's Official Beer until the end of the 2018/19 season and deepens the relationship with the club.
This new sponsorship will give Carlsberg improved pouring rights at Anfield with perimeter signage rights, access to players and improved ticket and hospitality opportunities which will help to increase the value of the sponsorship.
Mikkel Pilemand, vice president core beer, Carlsberg Group, said: "Carlsberg and Liverpool Football Club are both iconic brands and have enjoyed a very long and loyal partnership. This latest extension to our partnership is testament to the strong link between us, and further deepens the longest partnership in Premier League history."
"We already have some very promising activation ideas for 2017. At the same time, we will continue to invest in other unique elements beyond football that differentiate our brand from others, including our great beer quality and unique heritage which we will bring further to life in the second half of 2016," he continued.
The 2016/17 season will mark a 25 year long association between Carlsberg and Liverpool FC, over which an estimated 6.5 million Carlsberg pints have been served at Liverpool's home-ground, Anfield.
Pilemand added: "We're very proud of our ongoing association with Liverpool Football Club, one of the most renowned clubs worldwide with excellent global reach and strong ambitions."
Billy Hogan, chief commercial officer at Liverpool Football Club said: "We are extremely pleased to extend our partnership with Carlsberg, who we have enjoyed working with for 25 years now. Throughout that time, the relationship between the two brands has been mutually successful. Carlsberg has become part of the fabric of the club and everyone associated with Liverpool FC appreciates this unique relationship."