Carlsberg celebrates 30 years of partnership with Liverpool Football Club, launches limited edition beer cans modelled after legendary Liverpool players and their iconic jerseys of old.
Carlsberg has been a main sponsor of English Premier League club Liverpool since 1992, and this year the Danish brewing giant celebrates 30 years of that partnership. It’s been one of the longest standing – and mutually beneficial – partnerships and sponsorships in the sports world; anybody who is a Liverpool supporter will have Carlsberg on their lips.
In more ways than one.
30 years is a certainly long time, particularly in a commercial relationship. So to mark this remarkable remarkable milestone, Carlsberg has launched a limited-edition set of six beer cans that harkens back to the legacy jerseys worn by some of Liverpool’s greats throughout those three decades. From legendary Ian Rush, graceful John Barnes and the exciting Robbie Fowler to stalwart Jamie Carragher, dependable Sami Hyypiä and flashy Luis Garcia, these six Liverpool players have provided some of the most special moments for club supporters at the Kop and around the world.
Liverpool fans will instantly recognise the livery. There’s the fire engine red of Rush’s era in the 80s, and Barnes’ white and green away kit from the 90s. How about the yellow and dark blue away jerseys from Fowler’s time? And for younger supporters, certainly Garcia’s more modern red with gold accents of the 2000s.
These limited-edition cans come as part of the Carlsberg LFC Collectible Kit, comprising three different sets each of which comes as two jersey cans along with a Carlsberg glass.
Looking to collect these? It’s not going to be easy, though.
Each set comes free with every S$100 or more spent on select Carlsberg products (Carlsberg Danish Pilsner, Carlsberg Smooth Draught and Carlsberg Alcohol Free Beer). You can’t purchase the set separately. Which means you’ll need to be drinking a lot of Carlsberg, but that’s not a problem for some.
Also, the collectible sets are issued at random. You have no way of knowing which sets participating retail outlets and online stores are giving out at any point in time, which makes collecting all three sets troublesome (it’s best to walk into the nearest supermarket to check).
That said the Carlsberg LFC Collectible Kit still makes a fantastic collectible for the long-time diehard Liverpool supporter.
“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,” said Louise Bach, head of Global Sponsorships at Carlsberg Group. “To share a journey for 30 years, through the ups and downs, is truly special; and there is no better way to celebrate this than by sharing something unique with the dedicated fans,” Bach added.
“We are thrilled to celebrate 30 years of our partnership with Carlsberg. It is an iconic collaboration, and we consider them as more than a partner – Carlsberg is a true supporter of Liverpool Football Club. They have been a part of some of the club’s most memorable moments, and we have a unique relationship. The new limited-edition packs are a brilliant way to recognise this and reignite some fond memories for Liverpool FC supporters, reflecting our great history together,” shared Ben Latty, Commercial Director of Liverpool FC
The limited-edition Carlsberg LFC Collectible Kit promotion celebrating the Carlsberg Liverpool partnership of 30 years is applicable for Carlsberg purchases at all major supermarkets and e-retailers island-wide until 30 September 2022, while stocks last.
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