Carlsberg and Liverpool celebrate 30 years of partnership with nostalgic campaign

Danish beer brand Carlsberg is celebrating 30 years of partnership with Liverpool Football Club with the launch of an omnichannel campaign across 26 global markets.

Carlsberg’s partnership with the iconic football club, which is now the longest-running in Premier League history will be led by a 90-second hero film by Danish director Tore Frandsen.

The nostalgic clip takes viewers on an emotional 30-year journey, showing all the highs and lows that Liverpool fans have gone through since 1992 – all set within the very same pub from start to finish.

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Throughout this upcoming landmark season, a series of activations will be launched in celebration of the partnership, including the release of limited-edition ‘legends’ cans immortalising former star players such as Ian Rush, John Barnes, Sami Hyypiä, Robbie Fowler, Jamie Carragher, and Luis Garcia.

“With this campaign, we are celebrating our partnership from all angles and highlighting what great partnerships really are,” Carlsberg head of global sponsorships, Louise Bach said.

“Spotlighting moments from the last 30 years – some big, some small, some unforgettable. And sharing it through legends present and past, and the fans.”

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