Carlsberg renew for two more years

Liverpool Carlsberg European ChampionsLiverpool have announced that their relationship with Carlsberg has been renewed for a further two years.

Carlsberg have had their name on the front of Liverpool shirts since 1992, the longest deal in the Premiership, and the new deal continues until the end of the 2006/07 season.

The club say that the deal had already been finalised before Liverpool’s historic fifth European Cup win on Wednesday night.

Liverpool’s Chief Executive Rick Parry said: "The partnership has been enormously successful over the last 13 years and we’re delighted we’ve been able to extend it into what we hope will be a new era for the club. We have enjoyed an excellent relationship with Carlsberg and look forward to continuing that in the future."
Carlsberg UK Sponsorship Controller, Gareth Roberst, said: "The Carlsberg and Liverpool relationship is one of the longest and most successful in football. Carlsberg is delighted to be able to continue this partnership for a further two years and would like to add our congratulations to the club for the outstanding result in the Champions League."
Keld Strudahl is the Senior International Marketing Director for Carlsberg Breweries, and said: "We’re very happy to be extending our club sponsorship of Liverpool FC. Carlsberg’s continued involvement with the club enables us to jointly build on our relationships with the international fan community which is stronger than ever following the amazing win in Istanbul."
The official Liverpool website says: "As official Club Sponsor, the renewed two 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.  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 UK. "

This announcement further rubbishes the stories attempted by a certain so-called "quality Sunday" newspaper to claim Liverpool were in a crisis.

We now look forward to an advert based on Liverpool’s Champions League success – "Carlsberg don’t do comebacks, but if we did…"