10 more years. Inked.


We've inked another 10 years deal with Liverpool FC

The renewal will take the iconic partnership to an incredible 42 years and reiterates it as the longest standing in Premier League history.

The new deal also includes the Liverpool FC Women’s team, which has been a key element. It has been extremely important for us to include the LFC Women’s team in the new deal.

To celebrate this historic partnership, we have turned to the dedicated and loyal Liverpool fans and asked for their help. The result… 32 fans stepped up and got a tattoo so we could create a stop motion film that beautifully represents their loyalty to the club, the team, and the millions of LFC fans around the world. 

Cheers to being a Forever Fan.

Commenting on the partnership, Global Sponsorships Director, Louise Bach says:

"The renewal of our long-term partnership is something to be extremely proud of. During the last 3 decades the two brands have become part of each other’s DNA. We are not just partners; we are family and Liverpool FC continues to be an important activation pillar for the Carlsberg brand with 25+ of our markets activating each year."

Speaking of FOOTBALL Can beer clean a football shirt? Probably