Carlsberg has sponsored Liverpool FC for 30 years – making it the longest standing partnership in the Premier League. And this year, they chose to commit to 10 more years.
In order to recognise the significance of the deal – and what it means for both the club and the fans – they wanted to celebrate the ‘inking’ of the deal.

Taking this a bit more literally than usual, over 50 fans agreed to let us give them a tattoo in honour of the agreement.

Just showing what it means to everyday supporters.


But far from being a one off mark, each of the images formed part of an animation we created to bring the story of Carlsberg and Liverpool FC’s enduring legacy to life.

Shot vertically for reels, and launched on Liverpool FCs Instagram channel, the film spread to 5.6million+ cheering fans in the first 72 hours.

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