NewsReds celebrate 30th anniversary with Carlsberg

Carlsberg and LFC have enjoyed a long-lasting and loyal relationship over the last three decades. The partnership was launched in 1992, seeing Carlsberg become principal partner of the club and take pride of place on the front of the Reds' shirt, witnessing some of the club's most iconic and celebrated moments on the pitch, before becoming the club's official beer in 2010.

During the last 30 years, LFC and Carlsberg have worked side by side to deliver impactful and meaningful campaigns and products that celebrate the club's illustrious history – and, most importantly, its fans.

Some highlights include:

The Bill Shankly statue

In 1997, Carlsberg commissioned and donated the Bill Shankly statue, sculpted by Tom Murphy, which stands proudly outside the Kop.

Red hops

To celebrate 25 years of partnership, Carlsberg created a unique LFC beer where red hops plants were cultivated in Copenhagen, immersed in the sights and sounds of Anfield over the previous 25 years.

Red barley

To commemorate Carlsberg's 26th season as partner with the club, Carlsberg created a limited-edition pilsner that was distinctively red in colour, using a barley variety that is naturally red. The brew was specially curated and bred by the scientists at the Carlsberg Research Laboratory for Liverpool FC fans.

LFC's first Premier League title

In recognition of the club's first Premier League title, Carlsberg created a signature can to commemorate the victory that was launched in more than 25 countries worldwide.

30 years as partner of LFC

This season, Carlsberg has launched six limited-edition packs inspired by some of the iconic kits from the Danish brewer's era on the front of the Liverpool FC shirt. The six packs are also inspired by a host of former players.

30 of the Best

Most recently, as part of the club's celebrations of the 30th year of the partnership, fans were invited to vote on the Reds' best Premier League match during that time.

Almost 10,000 supporters had their say in a poll on Liverpoolfc.com, voting for their favourite from a shortlist of 30 picked out by a panel from across the three decades.

The stunning 5-0 victory over Manchester United at Old Trafford in October 2021 was the runaway winner, tallying nearly 40 per cent of the votes to finish ahead of this season's 9-0 defeat of AFC Bournemouth and the 4-3 thriller with Manchester City in January 2018.

Louise Bach, global sponsorship director at Carlsberg, said: "As a club partner since 1992 we've been there for the ups and the downs of every Premier League game the club has been a part of. Now, to find out which is the fans' favourite after 30 years is incredibly exciting.

"Carlsberg's involvement with the club has always been about celebrating the fans and being a part of their journey. So many great games and great goals were celebrated with a Carlsberg and this match is a worthy winner!

"We are extremely proud to be celebrating 30 years as partners of Liverpool FC. This partnership is deeply rooted in a shared set of values and goes way beyond a regular sponsorship."

Commenting on the milestone anniversary, Ben Latty, commercial director at Liverpool FC, said: "We're incredibly proud to have such a long-standing partner in Carlsberg – they are truly woven into the fabric of the club and are a big part of the LFC family.

"Everyone associated with Liverpool FC appreciates this unique and loyal relationship – from front-of-shirt sponsor to becoming the club's official beer, the partnership is testament to the strong link and shared values between both brands.

"We're excited about the future and we're very much looking forward to seeing the partnership continue to evolve and grow from strength to strength!"