Liverpool extend Premier League’s longest contract

12 July 2013 | Posted in Sponsorship, Soccer, Europe, | By Ian McPherson

Liverpool extend Premier League’s longest contract

Premier League team Liverpool FC have agreed a three-year extension to their agreement with Carlsberg. 

The renewal will extend the Danish brewery’s partnership with the Merseyside club until the end of the 2015/16 season - its 24th season. 

Carlsberg, the club’s front-of-shirt sponsor for 17 years, became Liverpool’s official beer partner in 2010 after Standard Chartered agreed to pay US$130 million over four years for front-of-shirt placement. 

Mike Thompson, marketing director for Carlsberg, said: "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."

Billy Hogan, Liverpool FC's chief commercial officer, added: "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."

Liverpool’s Premier League campaign will get underway against Stoke City at Anfield on Saturday 17th August.

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