Liverpool FC, the English soccer club, are reportedly ready to
bring their long-term shirt sponsorship deal with Carlsberg to an
end in an effort to secure a deal comparable to the UK£80 million
(US$130 million) partnership Manchester United have signed with
Aon.
According to The Times newspaper, ‘while talks are continuing and
both parties would like their long association to continue, Tom
Hicks and George Gillett Jr, the co-owners, believe that the club
have been undersold commercially for too long and want a deal that
reflects their position as one of the most recognisable brands in
world football.‘
‘The present deal with Carlsberg, which was signed in February 2007
in the wake of the Americans’ takeover at Anfield, is worth £7.2
million a year and expires next summer,‘ continues the Times.
‘Carslberg has until the end of July to negotiate a new contract
exclusively with Liverpool but thereafter the club will be able to
explore other options.‘