Answered by Shaykh Muhammad ibn Adam al-Kawthari
Is it permissible to wear the Liverpool football club jersey, as it has the Carlsberg logo as its sponsor?
In the name of Allah, Most Compassionate, Most Merciful,
Carlsberg is an international provider of beer, lager and other beverage brands. Carlsbergs primary focus is the production, sale and marketing of beer, with secondary activities in soft drink and water production.
The company also sponsors many sports events and sports teams. Amongst its various sponsorship deals, Carlsberg sponsors the renowned British football (soccer) club Liverpool, hence the clubs T-shirt has the Carlsberg logo on it.
The ruling on wearing such tops and T-shirts is quite obvious, in that it is not permitted for a Muslim to wear anything that advertises and promotes beer, alcohol or any other unlawful item. By wearing such tops, one will be indirectly supporting their beer industry and assisting in sin.
Allah Most High says:
Help you one another in righteousness and piety, but help you not one another in sin and rancour. (Surah al-Maidah, V: 2)
Sayyiduna Anas ibn Malik (Allah be pleased with him) narrates that the Messenger of Allah (Allah bless him and give him peace) cursed ten people in connection with alcohol: the wine-presser, the one for who it is pressed, the one who drinks it, the one who carries it, the one for whom it is carried, the one who serves it, the one who sells it, the one who benefits from the price paid for it, the one who buys it, and the one for whom it is bought. (Sunan Tirmidhi, no: 1295)
The above and other such narrations from the Messenger of Allah (Allah bless him and give him peace) quite categorically indicate that trading in alcohol, selling it, serving it to others and being associated with it in any way is, without doubt, unlawful and incurs the curse of Allah Most High.
Therefore, it will not be permitted for a Muslim to wear, use and carry items that advertise and promote alcohol. Unfortunately, some Muslims do not realize this; hence continue to use products prompting alcohol such as tops, T-shirts, sports bags and other items. This is negligence on their part and must be rectified.
And Allah knows best
Muhammad ibn Adam al-Kawthari
Darul Iftaa, Leicester, UK