Carlsberg and Liverpool celebrate 30 year anniversary with limited edition cans

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To mark 30 years of the longest-standing partnerships in Premier League football, Carlsberg has launched six limited edition packs inspired by some of the iconic kits from the Danish brewer’s era on the front of the Liverpool FC shirt.

The six packs also feature some of the most celebrated players in Carlsberg and Liverpool FC history: Ian Rush, John Barnes, Sami Hyypïa, Robbie Fowler, Jamie Carragher and Luis Garcia. The design brings in the millions of dedicated Liverpool FC fans in the form of the many songs sung not only at Anfield but by the many Liverpool FC fans across the world.

“We are celebrating 30 years as partners of Liverpool FC. This partnership is deeply rooted in a shared set of values and goes far beyond regular sponsorship. To share a journey for 30 years, through the ups and downs, is truly special and what better way to celebrate this than by sharing something unique with the fans,” Louise Bach, Carlsberg Group global sponsorship head said.

"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 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 way to recognise this and reignite some fond memories for LFC supporters, reflecting on our great history together,” Ben Latty, Liverpool FC commercial director added.

On the other hand, the brand was rewarding punters with an exclusive Carlsberg Liverpool FC Legends Edition 6-can pack and a meet-and-greet opportunity with Liverpool FC legends on its 30-year partnership. Carlsberg treated 100 contest winners 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. It is also giving out limited-edition cans this month to pay tribute to Liverpool FC’s six phenomenal icons and their jerseys.