Denmark: Carlsberg renews partnership with Liverpool FC

Carlsberg has extended its partnership with Liverpool FC as Official Club Sponsor for a further three years to the end of the 2009/10 season. Carlsberg has been the Main Club Sponsor of Liverpool since 1992, the longest club partnership in The Premiership.

"The Carlsberg and Liverpool partnership is one of the longest and most successful in football, based on trust and mutual respect," said Rick Parry, Chief Executive, Liverpool FC. "We share a commitment to excellence in our respective fields and we look forward to building an even stronger relationship as we move forwards."

"Carlsberg is very determined to support Liverpool in its ambition of continuous improving the team," said Keld Strudahl, International Marketing Director, Carlsberg. "We hope to see even stronger performance and hopefully some more trophies in the next three years. Carlsberg's continued involvement with the club enables us to jointly build on our relationships with the international fan community.

Also, we have great respect for Liverpool FC's new owners and are looking forward to continue our good relationship with the club and further add to the strong bond that has developed with the club, players, staff and fans over the years."

The new agreement will allow the continuation of joint marketing initiatives for the mutual benefit of the club and community, as well as to utilise the partnership internationally. As Official Club Sponsor, Carlsberg receives 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.

Since 1988, Carlsberg's involvement in football has grown enormously and it is now one of the most important sponsors in the game. Carlsberg is Official Sponsor of UEFA EURO 2008(tm), as well as Official Beer of the England Team, The FA Cup together with many partnerships with clubs across the world.

Carlsberg is committed to football at all levels of the game and aims to bring its unique and extensive football credentials to the benefit of fans and communities across the world.