Reds on the brink of striking new shirt sponsorship deal

Liverpool football club are believed to be on the brink of striking a new shirt sponsorship deal with Standard Chartered, the insurance group. "A deal worth as much as £15million a year is being touted by industry insiders," reports the Times.

The clubs owners believe that Liverpool has frequently been under sold commercially and want a deal that reflects their position as 'one of the most recognisable brands in world football'. It is understood that the Reds have been seeking a financial agreement comparable with United’s £80m four year deal with 'Aon' and Chelsea's new deal with Samsung.

Yesterday the FA announced that they had secured a lucrative £50 million sponsorship deal with Carlsberg. However, "the brewer's decision to renew its contract with the FA almost certainly means the end of the company's long association with Liverpool," reports the article.

Carlsberg first signed up with the Reds in 1992 and were the Premier League's longest shirt sponsor under Liverpool FC. It is believed the Anfield club wanted Carlsberg to double its £7.2million-a-year payments to continue as sponsor, but the brewer has been unwilling to meet the fee.