Four years after returning to Adidas, Liverpool would sever their ties to Carlsberg. But this kit was much loved by fans. The specially designed kit was worn by Liverpool in their match against Chelsea on 2 May and marked the first time the logo on the kit had changed in 18 years.
Carlsberg used this one off occasion to promote itself to football fans in China, along with an Expo event in Shanghai that took place on the same day as the match when the shirt was worn on its one and only time. On 14 September , financial giants, Standard Chartered, announced that they had taken over from Carlsberg as Liverpool FC's kit sponsors.
This was a landmark day in the club's history, as it brought to an end the longest association of a brand with any one football club in English history. Liverpool FC and Carlsberg were parting company and from the beginning on the season "Standard Chartered" would be plastered over Liverpool's kit.
It is hoped that this new association will herald a new era of success for the club both off and, more importantly, on the pitch. Enjoy our content? Join our newsletter to get the latest in sports news delivered straight to your inbox! Your sports. Elsewhere, the Football Association FA , the national soccer governing body in England, has launched a three-year partnership with the Pokemon Company International to help increase participation in its National Futsal Programme. Edgbaston , home to Warwickshire County Cricket Club, has agreed a new commercial partnership with global torch and portable lighting products manufacturer Unilite.
G2 Esports has expanded its relationship with Red Bull , with the new multi-year partnership covering all its esports teams and content creators. Saudi Arabian shopping mall operator Arabian Centres has signed a four-year sponsorship deal with Almeria , the second-tier Spanish soccer club.
The deal is a sub-licence from International sports rights agency Infront, which holds the FTA distribution rights in sub-Saharan Africa. It was introduced to coincide with the London Olympic Games and is designed to help event-related organisations reduce their environmental footprint.
LONDON - Carlsberg is bidding to increase its brand awareness in China with a novel one-off marketing ploy which will see its logo on Liverpool football kit written in Chinese. The specially designed kit will appear in Liverpool's match against Chelsea on 2 May and marks the first time the logo on the kit has changed in 18 years.
The lager brand is using the shirt sponsorship to capitalise on the interest of football fans in China. The move also ties in with the brewer's role as partner of the Danish Pavilion at the World Expo event in Shanghai. The beer's longstanding sponsorship of Liverpool Football Club concludes at the end of the current season and will be replaced by Standard Chartered Bank.
The game is expected to attract over m viewers around the world and Chinese messages will be displayed during the match on the LED perimeter advertising hoardings around the pitch at Anfield. Carlsberg took over the sponsorship of Liverpool in Liverpool's first sponsor was Hitachi, followed by Crown Paints and Candy. Liverpool, which has been twinned with Shanghai since , is the only UK city to be exhibiting at World Expo Keld Strudahl, group sponsorship director at Carlsberg, said: "We're delighted to have been able to bring about this momentous occasion.
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