Reds hold out for 'massive' shirt sponsorship deal

“Carlsberg is running out of time to negotiate a new shirt sponsorship deal with Liverpool” reports today’s Times. The article says the Reds are holding out for “a bumper contract amid interest from a host of leading international companies.”

With Manchester United securing an £80m four year deal earlier this month, Liverpool are looking to strike a similar deal, “but Carlsberg is offering only about half that sum,” claims the article. The owners believe that Liverpool has frequently been under old commercially and “want a deal that reflects their position as one of the most recognisable brands in world football.” The Danish brewer has been Liverpool's shirt sponsor since 1992. The current deal signed in February 2007 is worth £7.2 million a year, however it expires next summer. The article claims “Carlesberg 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.”

Liverpool believe that it is only right that they strike a deal comparable with United’s, as they are the most successful club in English football with an enormous worldwide fanbase. “Although Liverpool would like to conclude a deal sooner rather than later, they do not want to “get into bed” with the wrong partner and are prepared to take their time.”

In the meantime talks with Carlesberg are ongoing and “both parties would like their long association to continue.”

The story also lists the top shirt sponsors as they stand:
£80 million The four-year deal Manchester United signed with Aon

£75 million Juventus have a five-year contract with Tamoil, the international oil company

£68 million Bayern Munich's four-year deal with T-Home

£50 million Chelsea signed a five-year contract with Samsung in 2005

£38 million Real Madrid's three-year deal with Bwin.com, the online gaming company