UK: Carlsberg extends Liverpool FC tie-up

By | 12 July 2013

Carlsberg has sponsored Liverpool for 21 years

Carlsberg has sponsored Liverpool for 21 years

Carlsberg has extended its sponsorship deal with Liverpool Football Club for another three years.

The deal will take the partnership, already the longest-running in the Barclays Premier League at 21 years, to the end of the 2015/16 season, the brewer said today (12 July). Carlsberg was Liverpool's shirt sponsor until 2010, when it became the club's official beer supplier.

“Our (relationship with Liverpool) was Carlsberg’s very first connection to English football - an affiliation which has grown significantly,” said the firm's marketing director, Mike Thompson. “Over two decades later we are thrilled to be continuing our partnership.”

Carlsberg said it has sold an estimated 5.7m pints of its namesake beer at Liverpool's Anfield stadium since its sponsorship began in 1992.

Carlsberg also sponsors rugby league's Challenge Cup through its Tetley's brand. In January, the event's trophy was renamed The Tetley’s Challenge Cup.

Expert analysis

The Future of the Spirits Market in India to 2017

Synopsis • The Future of the Spirits Market in India to 2017 is the result of Canadean’s extensive market research covering the Spirits market in India. • The report presents detailed data on the Spirits consumption trends in India, historic and forecast consumption volume and value at market and category level, brand share, alcoholic strength, price segmentation data, and distribution channel data. • This report brings together Canadean Intelligence's research, modelling and analysis expertise in order to develop uniquely detailed market data. This allows domestic and foreign companies to identify the market dynamics to account for the Spirits sales overall and to know which categories and segments are in the ascendency in the coming years. Summary • This report provides authoritative and granular detail of the Spirits market in India; and in doing so fills the gaps in marketers’ understanding of market trends and the components of change causing them. • Based upon extensive secondary research, this report provides comprehensive and granular insights that allows marketers to confidently update their strategic and tactical plans. Scope Detailed category coverage is provided, covering eight product segments that include: Brandy, Gin & Genever, Liqueurs, Rum, Speciality Spirits, Tequila & Mezcal, Vodka, Whiskey. Detailed product sales segmentation for volumes is provided, including brand data (2009-12), sales by alcoholic strength (2009-12), sales by price segmentation (2009-12), and sales by distribution channel (2009-12), at the product category level. Future forecasts allow marketers to understand the future pattern of market trends; from winners and losers to category dynamics and thereby quickly and easily indentify the key areas in which they want to compete in the future. Reasons To Buy The report provides a unique mix of highly granular market data, based upon detailed industry research, in order to offer a detailed insight into the trends and dynamic

Sectors: Beer & cider, Marketing – advertising & promotions

Companies: Carlsberg

There are currently no comments on this article

Be the first to comment on this article

Related research

Carlsberg AS (CARL B) - Financial and Strategic SWOT Analysis Review

Carlsberg AS (CARL B) - Financial and Strategic SWOT Analysis Review provides you an in-depth strategic SWOT analysis of the company’s businesses and operations. The profile has been compiled by GlobalData to bring to you a clear and an unbiased view...

Carlsberg A/S : Consumer Packaged Goods - Company Profile, SWOT & Financial Report

Canadean's "Carlsberg A/S : Consumer Packaged Goods - Company Profile, SWOT & Financial Report" contains in depth information and data about the company and its operations. The profile contains a company overview, key facts, major products and servic...

Carlsberg A/S in Beer (World)

The world’s fourth largest brewer, Carlsberg is working to reduce its reliance on struggling European markets. This profile considers the company’s decision to focus on emerging Asian markets and analyses the opportunities available in the region, as...

Related articles

just the Preview - Constellation Brands Q3 & YTD

Constellation Brands will report its third-quarter and year-to-date results on Wednesday (January 8). Here just-drinks takes a look at the group's highs and lows in the three months to the end of November.

CHINA: Carlsberg adds to China footprint with Chongqing unit purchase

Carlsberg has confirmed that it plans to acquire almost all of Chongqing Beer Group's remaining brewing interests in China.

just the Ten - Top News Stories of 2013

With the end of the year looming, just-drinks is running a series of 'Top Tens of the Year' in the run-up to Christmas. Here are the ten most read news stories on just-drinks in 2013.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page