Panasonic becomes Barcelona’s sixth third-tier partner (Getty)

(WFI) Barcelona has struck a three-year sponsorship deal with Panasonic.

Under the agreement that makes the Japanese brand a third-tier partner, Panasonic will work with the Spanish football giants in commercial activities around the world.

The sponsorship activation includes promotion of VIERA as the “Official FC Barcelona Television Device”, including the 3D display of matches in stores, shop windows, product campaigns and the use of the Barça image and brand on its website and Facebook profile.

“The association of the image of FC Barcelona as one of the strongest and most popular teams in the world and that of VIERA, which is aiming to become the leading brand in the TV market, is the key to this new link between Barça and the Japanese company,” Barcelona said in a statement.

Barcelona’s commercial portfolio includes two top-tier partners in Nike and Qatar Airways, three premium partners and six official partners, which now features Panasonic.

Liverpool Extend with Carlsberg

Liverpool has renewed its partnership with Carlsberg for another three years.

Already the longest-serving partnership of any Barclays Premier League club, the deal has now been extended to run through the 2015-16 season. It means the sponsorship will have run 24 seasons.

Carlsberg were Liverpool FC’s shirt sponsor for 17 years. In 2010, they became the Reds’ official beer partner.

Mike Thompson, marketing director for Carlsberg, said: “Our relationship with Liverpool FC started in 1992. It was Carlsberg’s very first connection to English football – an affiliation which has grown significantly.

“Over two decades later we are thrilled to be continuing our partnership with a club that has over 120 years of heritage and one of the biggest followings in football, both in the UK and around the world.”

Liverpool claims to have 588 million supporters worldwide, which the club interacts with on a regular basis. The club recently launched 15 new local language Twitter accounts, reaching fans in more than 75 different countries.

This is in addition to, which receives seven million visitors per month, LFC TV UK, which attracts 600,000 viewers per week, and LFC TV International, which connects with 100 million homes worldwide.

Billy Hogan, Liverpool’s chief commercial officer, noted his satisfaction with inking another deal with the international beer brand. “Together we have been on an incredible journey, which sees our partnership become the longest in the history of any top-flight club,” he said in a statement.

“We are incredibly proud of our partnership’s longevity and the deep relationship between our two great brands. We look forward to another three years with Carlsberg, delivering exciting initiatives to our fans all over the world.”

By INSIDER’s Mark Bisson

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