Testimonial year for Carlsberg and Liverpool FC
Carlsberg-Tetley has extended its shirt sponsorship with Liverpool football club for a further three years, in a £15m deal.
The company is in its 10th year of sponsorship with the Premiership side.
The extended deal came as parent group Carlsberg Breweries unveiled a 34 per cent first half rise in operating profits to £154m.
The Danish brewer said it would seek further growth in eastern Europe, possibly through further ties with joint venture partner Scottish & Newcastle.
As well as the new £15m three-year deal with Liverpool, Carlsberg recently tied up a deal to sponsor the England team.
"We have been involved in football for many years and our relationship with Liverpool has been tremendously successful," C-T managing director Doug Clydesdale.
"You cannot pick up a Sunday paper without seeing a picture of a [Liverpool] player with the Carlsberg logo across his chest.
"The deal gives us tremendous exposure in Asia and Scandanavia, where the club has massive support."
Mr Clydesdale said that sales of Carlsberg were up 15 per cent so far this year.
The rise was partly attributable to product re-launch earlier in the year, and to a successful World Cup.
Through the Liverpool shirt sponsorship, Carlsberg will gain valuable exposure on the Continent this season. The Premiership side has qualified automatically for the Champion's League - the league stage of The European Cup - Europe's ultimate club competition.
But associations between football and alcohol manufacturers are frowned upon in some countries - the shirt will not carry the Carlsberg logo should Liverpool play in France this season.
The exploits of football hooligans, especially when travelling abroad, has led some to question the morality of links between drinks companies and football clubs.
"The image of football has improved significantly in recent years," said Mr Clydesdale. "The World Cup was brilliant for the image of the game."
He said the company worked closely with the Football Association (FA) to ensure the products were marketed appropriately.
