Skip to main content

Carlsberg Celebrates Record Breaking 30-Year Partnership with Liverpool FC!

 The longest standing partnership in the Premier League dates back to 1992, when Carlsberg became the official sponsor of Liverpool FC. Since then, Carlsberg has walked side by side, through the ups and the downs for over a quarter of a century. To memorialise three decades of wins, losses, goals, almost goals and championship titles, Carlsberg celebrates its record-breaking relationship with Liverpool FC by rewarding punters with an exclusive Carlsberg Liverpool FC Legends Edition 6-can pack and a meet-andgreet opportunity with Liverpool FC legends. Carlsberg’s well-established partnership with Liverpool FC has stood the test of time and reflects the strength of the two internationally renowned brands in the world of football. From successfully delivering some of the most memorable football campaigns such as trips to Anfield, meet and greet with players and legends, special edition cans and merchandise to the first-of-its-kind Carlsberg Red Barley, the Carlsberg brand’s long-standing reputation as a strong supporter of Liverpool FC and promoter of football worldwide remains undefeated.

This year, Carlsberg keeps the football passion alive and delivers an exhilarating season of football excursions, viewing parties, commemorative limited-edition merchandise and a special surprise to celebrate the league.

“We are most happy and grateful that all our fans have made Carlsberg the beer of choice for every football occasion. Carlsberg has always been at the heart of football, and we are committed to continuously delivering the best football experiences to consumers who love the game as much as our brews. We want to honour the pride, loyalty and support of our fans with yet another exciting campaign this year to mark the 30-year partnership between Carlsberg and Liverpool FC,” commented Stefano Clini, Managing Director of Carlsberg Malaysia.

On 12 July 2022, 100 Carlsberg contest winners were treated to an all-expense paid trip to Thailand to catch the exhilarating pre-season match between Liverpool FC and Manchester United at the Rajamangala National Stadium in Bangkok.

In August, Carlsberg heats-up the playing field even further with Carlsberg x Liverpool FC’s 30-year partnership limited-edition cans! The 6-can collectible pack pays tribute to Liverpool FC’s six phenomenal icons and their jerseys, stunningly created to mark the celebration.

To top it all off, fans are invited to the Carlsberg x Liverpool FC LEGENDary Experience on 27 August 2022 at Plaza Arkadia to meet two of the biggest names in Liverpool FC history and enjoy a night of football and beer.

Fans can stand a chance to win these limited-edition keepsake cans when they purchase six full pints, 10 half pints, two buckets or one tower at their favourite bar or when they spend a minimum of RM20 at convenience stores or RM30 at super and hypermarkets and 99 Speedmart on either Carlsberg Danish Pilsner, Carlsberg Smooth Draught or Carlsberg Special Brew.

Liverpool FC lovers can also get the set for free when they buy RM300 worth of Carlsberg Danish Pilsner, Carlsberg Smooth Draught or Carlsberg Special Brew at super and hypermarkets and 99 Speedmart, official Carlsberg’s online stores.

In addition, 100 mini football festivals have also been scheduled across Malaysia’s favourite eateries as the Premier League season commences. Football aficionado’s will have a chance at getting their hands on exclusive football merchandise including the 6-pack Carlsberg Liverpool FC Legends Edition cans via lucky draw, when they purchase three quarts of Carlsberg Danish Pilsner, Carlsberg Smooth Draught or Carlsberg Special Brew, all happening from August to October 2022. Months of preparation have gone into making football fans’ ultimate dreams come true, so don’t miss out and keep up to date by visiting Be sure to ‘Like’ and ‘Follow’ CarlsbergMY on Facebook at for the latest updates!

And remember, as part of living a safe and responsible life, we advocate responsible consumption, so if you drink, don’t drive – #CelebrateResponsibly.