The association between Liverpool FC and Carlsberg began in 1992, creating the longest sponsorship in the English Premiership.
It’s certainly been a good time to support Liverpool. Over this period, the club has won nine trophies, including an unprecedented cup treble in 2001 and the amazing come back from 3 goals down to beat AC Milan on penalties in the 2005 UEFA Champions League Final. That match was watched by 1.4 billion viewers in 152 countries and had an estimated advertising value of EUR 10 million for Carlsberg.
Their 2006 FA Cup victory was also an excellent occasion for Carlsberg, seeing Liverpool take on West Ham United, a Carlsberg Official Beer Club, in the Carlsberg-sponsored FA Cup.