Carlsberg Drinks

News – August 2022

Carlsberg Celebrates Record Breaking 30-Year Partnership with Liverpool FC

The longest-running partnership in the Premier League began in 1992, when Carlsberg was named Liverpool FC’s official sponsor. Since then, Carlsberg has been with the club through trophy barren years as well as its Champions Leagues victories, and the more recent Premier League table-topping campaign. Carlsberg honours its record-breaking partnership with Liverpool FC by providing customers with an exclusive Carlsberg Liverpool FC Legends Edition 6-can pack and a chance to meet and greet with Liverpool FC legends as a way to commemorate three decades of victories, defeats, goals, and championship victories.

The long-lasting relationship between Carlsberg and Liverpool FC is a testament to the strength of the two globally known brands in the football industry. The Carlsberg brand has a long history of being a staunch supporter of Liverpool FC and a global advocate for football, having delivered some of the most memorable football campaigns, including trips to Anfield, meet-and-greets with players and legends, special edition cans and merchandise, and the first-of-its-kind Carlsberg Red Barley.

This year, Carlsberg rewards the passion for football by providing an exciting season of outings, viewing parties, limited-edition memorabilia, and a unique surprise to commemorate 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. 

Carlsberg heats up the field even more in August with limited-edition cans commemorating the 30-year partnership between Carlsberg and Liverpool FC! The 6-can collectible pack pays tribute to Liverpool FC’s six incredible icons and their jerseys, which have been beautifully designed to commemorate the occasion.

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 fans 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.

Redeem your 6 Carlsberg LFC legends cans at

For more info, head over to

Photo credits: Respective brands


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