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​Liverpool raise their glass once more to Carlsberg

Published on: 23 March 2016

Liverpool have renewed their partnership with Carlsberg for a further three years, reports,

Under the new deal, the Danish brewing giant will remain the Merseyside club's official beer partner until the end of the 2018/19 season.

The agreement includes 'improved' pouring rights at Anfield, as well as pitch-side LED signage, access to players for promotional purposes, and hospitality.

Carlsberg is a longstanding backer of Liverpool, with 2017 marking the 25th anniversary of the partnership. Financial terms of the latest renewal are not available.

"We are extremely pleased to extend our partnership with Carlsberg, who we have enjoyed working with for 25 years now. Throughout that time, the relationship between the two brands has been mutually successful," said Liverpool's commercial chief, Billy Hogan.

"Carlsberg has become part of the fabric of the club and everyone associated with Liverpool FC appreciates this unique and longstanding relationship, we greatly look forward to working with them for the next 3 years and thank them for their loyalty during the last 25 years."


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