Carlsberg and Liverpool Football Club celebrate 30 years of partnership with iconic limited-edition packs

Carlsberg India brings together the spirit of football and beer, launches special-edition cans in
Maharashtra to celebrate 30 years partnership with Liverpool Football Club

Maharashtra, India, November 1st : To mark 30 years of the longest standing partnerships in Premier League football, Carlsberg India is launching 5 limited edition of beer in cans inspired by some of the iconic kits on the front of Liverpool FC shirts from its rich association with the Danish brewer. The iconic special-edition cans will be first available in Maharashtra. The collection features some of the most celebrated players in Liverpool FC history: Ian Rush, Sami Hyypiä, Robbie Fowler, Jamie Carragher and Luis Garcia and the can designs are inspired by the official player jersey from the memorable seasons of the past. These limitededition cans feature Liverpool FC’s Liverbird, player name, signature and draws the design inspirations from the memorable seasons of the past.

Talking about the launch, Partha Sarathi Jha – Vice President Marketing, Carlsberg India, said, “At Carlsberg India, we are very excited to launch these iconic limited edition cans to celebrate 30 years of Carlsberg & Liverpool FC, the longest standing partnership in the Premier League. These limited-edition cans are a testimony of our constant effort to provide innovative & unforgettable experiences for our consumers. These stunning cans will not only excite the football fans in India but will also drive community engagement among the beer consumers.”

Global Sponsorship Director at Carlsberg Group, Louise Bach says: “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. To share a journey for 30 years, through the ups and downs, is truly special and what better way to celebrate this by sharing this unique launch with the fans”.

Commenting on the 30 years anniversary, Ben Latty, Commercial Director, Liverpool FC adds: “We are thrilled to celebrate 30 years of our partnership with Carlsberg. It’s an iconic collaboration, and we consider them more than a partner; Carlsberg are a true supporter of Liverpool Football Club. They’ve 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 wonderful way to recognise and reignite some fond memories for LFC supporters, reflecting on our great history together”

The limited-edition designs are created by a Bristol based agency, Taxi Studies and Everland from
Copenhagen. These limited-edition packs will be also soon be available in other states in India.

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