Liverpool FC sign extended deal with Carlsberg

Liverpool FC have signed a three-year extension to their partnership with Danish brewing firm Carlsberg.

The club have retained the brand as their official beer partner until the close of the 2018/19 season, Soccerex has reported.

As part of the agreement, Carlsberg will be able to use LFC players in its promotions and will maintain its presence on pitch-side LED signage at Anfield.

In 2017, Carlsberg will mark 25 years since it first partnered up with Liverpool.

Discussing the deal, the Reds’ commercial chief, Billy Hogan, commented: “We are extremely pleased to extend our partnership with Carlsberg, who we have enjoyed working with for 25 years now.”

Mr Hogan said the club’s long-standing relationship with the beer brand has been “mutually successful”.

He continued: “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 three years and thank them for their loyalty during the last 25 years.”

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