UK: Carlsberg renews Liverpool sponsor deal
Carlsberg has renewed its sponsorship with European Champions League winners Liverpool. The Danish brewer said today (31 May) that its contract with the football club will be extended by a further two years until the end of the 2006/2007 season.
Financial details were not released.
"The Carlsberg and Liverpool relationship is one of the longest and most successful in football," said Keld Strudahl, senior international marketing director, Carlsberg. "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.
"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."
Carlsberg said that it aims to continue the strong bond that has developed with the club, players, staff and fans over the years. The new agreement will allow the continuation of joint marketing initiatives for the mutual benefit of the club and community, as well as to utilise the continued partnership internationally.
As official club sponsor, the renewed two-year Liverpool contract will deliver a 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 also the official sponsor of UEFA Euro 2008, as well as the official beer of the England team and the FA Cup.
Liverpool came back from 3-0 down at half-time to Italian giants AC Milan last Wednesday to win 3-2 on penalties after finishing level following extra time.
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