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.