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The longest current sponsorship partners in the Premiership, Liverpool and Carlsberg, have extended their existing deal for a further three seasons.

The pair first linked up in 1992 – the first year of the Premiership's existence – and have now concluded negotiations on a new deal that will keep the beer-maker's name on the famous red shirt until at least the end of the 2009/10 season.

Such a deal holds obvious benefits for both parties, including the additional income to the manager Rafael Benitez's transfer kitty that Carlsberg's investment presents, plus the beer company are able to tap into Liverpool's influence in global markets from Europe to the Far East.

"The Carlsberg and Liverpool partnership is one of the longest and most successful in football, based on trust and mutual respect," said Liverpool chief executive Rick Parry.

"We share a commitment to excellence in our respective fields and we look forward to building an even stronger relationship as we move forwards."

Carlsberg's international marketing director Keld Strudahl said: "Carlsberg is very determined to support Liverpool in its ambition of continuous improving the team.

"We hope to see an even stronger performance and hopefully some more trophies in the next three years. Carlsberg's continued involvement with the club enables us to jointly build on our relationships with the international fan community."

Strudahl added that the corporation also has "great respect" for the new American owners of the club – George Gillett and Tom Hicks – and hoped to continue building their "strong bond" over the next three years.

Although it was already high as a result of the club's prestigious history, Liverpool's brand has become even stronger lately after success on the pitch.

The team has made two appearances in the Champions League in the last three seasons, winning the trophy in 2005, and also secured the FA Cup in 2006.