Interview: Liverpool legend Robbie Fowler on brand loyalty in the world of football

When football fans think of Carlsberg, they think of Liverpool. Carlsberg has been tied to Liverpool for more than three decades, making it one of the longest running partnerships in global sport. The brewer’s staying power, said Liverpool legend Robbie Fowler in an exclusive interview with MARKETING-INTERACTIVE, reflects not just brand visibility, but its ability to embed itself into fan culture worldwide.

Fowler recalled that the first kit he ever wore for Liverpool featured the Carlsberg logo, a memory that carried more meaning as his career went on. “As a young player, your focus is on performance. But over time, you see the significance of a partner that has stood with the club for more than 30 years,” he said, adding: 

There aren’t many sponsors in world football who’ve shown that kind of loyalty.

That loyalty, he explained, goes both ways. Carlsberg’s campaigns, from global activations such as "Do the best things begin with curiosity?", to fan experiences at Anfield, have extended beyond shirts to become part of Liverpool’s identity. Yesterday, Carlsberg held a meet and greet where fans could participate in trivia games, drink, take photos and interact with the legend himself.

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The 12th man of partnerships

For Fowler, the real measure of success lies in how fans are involved. He pointed to Liverpool’s massive following in Southeast Asia, where fans often mirror the passion of those in Europe.

“One thing that screams at me about Liverpool supporters is loyalty — and that’s true in Singapore, across Asia, or anywhere else,” Fowler said. He added:

Football without fans is nothing. Brands that understand that, and bring supporters into the experience, have a chance to create something lasting.

Carlsberg, he noted, has managed to enhance the fan journey globally by giving supporters access to once-in-a-lifetime experiences, such as stepping onto the Anfield pitch. According to Fowler, the partnership has lasted thanks not only to Liverpool’s success, but also to a shared sense of identity.

“Liverpool is a family club, and Carlsberg has always brought that same family feel to its campaigns. The two go hand in hand,” he said. “That’s why the connection has stuck for 33 years, and why we might still be talking about it in another 20.”

He also rejected the idea that modern sponsorships can’t create the same resonance. “As long as sponsors and clubs work together towards the bigger picture, they can absolutely make things work,” he said.

Keeping the ball rolling

For Carlsberg and Liverpool to remain relevant, Fowler believes one thing is non-negotiable: success.

“Football works best when a club is successful. Carlsberg has stood by Liverpool through the good years and the leaner years, because they see the bigger picture. If the club keeps winning, that connection will only get stronger.”

Beyond trophies, Fowler pointed to the importance of continuing to build loyalty, both between the club and its sponsors, and between the club and its global fanbase. He stressed that partnerships thrive when they create shared moments for supporters rather than just visibility for brands.

“Carlsberg have shown a lot of loyalty, and Liverpool have done the same in return,” Fowler added. “That’s what makes the relationship special. As long as the club, the fans and the partners keep working together, there’s no reason it can’t last another 30 years.”

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