To celebrate the 30th anniversary of their partnership with Liverpool FC, Danish brewer Carlsberg have produced a range of special limited edition cans based on some of the clubs most iconic kits.
Some shirt sponsors are so iconic that the they immediately come to mind when a team is mentioned. While those with a few more miles on the clock will remember Candy, for a certain generation of Liverpool fans, it will be Carlsberg, who adorned the Reds’ kits from 1992 to 2010 as the club’s official main sponsor. But after 18 years on the front of the shirt the partnership did not end there. In fact, Carlsberg remain an official sponsor of the Merseyside club to this day, making it the longest standing partnership in the Premier League. Probably. No, it actually is.
To celebrate this special season, Carlsberg are walking down memory lane with six special edition beer cans created in homage to some of the iconic kits from the Danish brewer’s era on the front of the Liverpool FC shirt. Some iconic moments in Liverpool FC and Carlsberg's history also feature some of the most celebrated players: Ian Rush, John Barnes, Sami Hyypïa, Robbie Fowler, Jamie Carragher and Luis Garcia, and along with the kits they take the focal point.
Louise Bach, Head of Global Sponsorship at Carlsberg Group, said: “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 something unique with the fans.”
“We are thrilled to celebrate 30 years of our partnership with Carlsberg," explained Ben Latty, Commercial Director, Liverpool FC. "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 brilliant way to recognise this and reignite some fond memories for LFC supporters, reflecting on our great history together.”
Ian Rush, 1995
Top scorer of all time? Probably. Having scored a total of 346 goals in all games at Liverpool, Ian Rush is still the club's all-time leading goalscorer.
John Barnes, 1996
On 3 April 1996, Liverpool faced Newcastle United in a Premier League game at Anfield. Liverpool won the game, scoring four goals to Newcastle's three. In stoppage time, Stan Collymore scored his second goal of the game with Ian Rush and John Barnes in the buildup.
Sami Hyypïa, 1999
Sami Hyypïa made his debut with Liverpool 7 August 1999. With Hyypïa's reassuring presence at the back, the Reds won 2-1 against Sheffield Wednesday at Hillsbrough.
Robbie Fowler, 2000
Robbie Fowler earned the nickname of 'God', when he scored the fastest hat-trick in a Premier League game against Arsenal in the 1994/95 season. He scored three times within four minutes and 33 seconds. However, the 2000/2001 season proved to be Fowler’s most successful, where his big-game contributions were significant, such as his goals in the semi-final of both the League Cup and FA Cup.
Jamie Carragher, 2001
Jamie Carragher won his first UEFA Cup trophy 16 May 2001 when Liverpool FC beat Alaves 5-4 after extra time in Dortmund. The UEFA Cup was the third trophy won by Liverpool in their treble-winning 2000-01 season.
Luis Garcia, 2005
Luis Garcia scored his famous 'ghost goal' when Liverpool played against Chelsea 3 May 2005. The goal saw Liverpool FC through to the 2005 Champions League final.
The limited edition Carlsberg x LFC 30 years cans will be released in the coming months.
