Carlsberg celebrates its 10-year anniversary with Liverpool FC and extends partnership for a further three years.
| Carlsberg Breweries today announced an exciting new three-year sponsorship contract with Liverpool Football Club, continuing the most enduring brand sponsorship at the top level of club football. |
The announcement, made by Liverpool Football Club Chief Executive Rick Parry, Liverpool Football Club Manager, Gerrard Houllier, Chief Executive Officer of Carlsberg Breweries, Nils Andersen and Colin Povey, CEO of Carlsberg-Tetley, also marks the largest financial package in the club's history.
"In the past 10 years, and through both highs and lows at the Club, Carlsberg's loyalty and commitment has been steadfast," said Rick Parry, Chief Executive of Liverpool FC.
"The partnership with Carlsberg provides both parties with a mutually beneficial strategic relationship, allowing Liverpool and Carlsberg the platform to develop sales in key markets, like the UK."
"Carlsberg has demonstrated a tremendous level of commitment and consistency to Liverpool," said Gerard Houllier, Team Manager of Liverpool FC. "Their renewed sponsorship will help us invest in the infrastructure of the club and build upon the success of the team."
"Carlsberg have a long heritage in football and continues to be part of the game at all levels from grass roots through to club, European and international football," said Nils Andersen, CEO Carlsberg Breweries. "Our continued involvement with Liverpool Football Club and Euro 2004/2008 reiterates this unique commitment to football and cements the strategic fit between beer and football."
"Carlsberg's involvement with football started as long ago as 1978 and ever since then we have consistently driven our global strategy to be part of the game," said Keld Strudahl, Senior Marketing Manager, Carlsberg Breweries. Our renewal of the Liverpool partnership and our sponsorship of the European Championships of 2004 and 2008, represents our desire to be one of the biggest supporters in the game and is a major indicator of our long-term commitment to football."
As official Club Sponsor, the renewed three-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.
The brand partnership will continue to see Carlsberg on the famous red shirts of the best-supported club in England*, and on the shirts of a brand that matches the Carlsberg global aspirations, already reaching a global audience of some 300m+ homes**. The contract will also allow Carlsberg perimeter signage rights, sole and exclusive display rights and on-site branding together with internet rights, broadcasting opportunities in conjunction with the club website LiverpoolFC.TV, and official pouring rights at the stadium.
Carlsberg Breweries, which has recently been announced as first official sponsor of the European Championships in Portugal 2004 and 2008, has been an established supporter of prestigious football tournaments on a global basis.
From the partnership with the European Championships, which goes back 20 years to 1988, the World Cup of 1990 in Italy, and Champions League in 1993 and 1994, to their current sponsorships of the UEFA Cup and Super Cup, Carlsberg's place in the game of football is second to none.
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