Liverpool have extended their long-standing partnership with Carlsberg by a further five years, ensuring the relationship with the beer manufacturers goes beyond three decades.
The Reds originally struck a sponsorship deal with the Danish brewers back in 1992 and a new five-year contract sees company continue as the club's official beer until the end of the 2023-24 season.
The new deal sees Liverpool's off-field growth blossom further following a recent report that valued the club at over £1billion.
Carlsberg’s Chief Commercial Officer, Jessica Spence talked up the pride the company have about their long-standing partnership with the Reds, branding it "iconic".
"The relationship between Carlsberg and Liverpool FC is iconic, and we’re extremely proud to have been a part of the family for over a quarter of a century," she said.
The commercial side of operations at Anfield has boomed in recent years, largely under the guidance of managing director Billy Hogan , with Liverpool now boasting as many as 31 sponsors, according to their official website.
Such an off-field rise has dovetailed with the ongoing strides made by Jurgen Klopp and his players, with the Reds set for their second successive Champions League final in Madrid on June 1.
The sheer raft of deals with the wide range of companies means the Reds are now said to be worth £1.02bn, which placed them sixth in the world by Brand Finance last week.
Speaking about the new agreement with Carlsberg, Billy Hogan said: "We are extremely proud to extend our deep-rooted partnership with Carlsberg to a record-breaking 31 seasons.
"Since 1992 we have enjoyed a long and loyal relationship with Carlsberg and this extension is a real testament to the strong and historic link between the club and the iconic brand.
"We are delighted to have Carlsberg as an established member of the LFC family, and we look forward to continuing to strengthen our relationship together."
Carlsberg were Liverpool's shirt sponsors from 1992 to 2010 before current incumbents Standard Chartered took over.
