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Thailand, Bangkok: A Thai brewer embroiled in a business dispute with Carlsberg may try to oust its former partner as the shirt sponsor for English premier league soccer club Liverpool, an adviser to the Thai firm said on May 11, according to Reuters. Danish brewer Carlsberg terminated a partnership with Chang Beverages last year, saying it had not fulfilled its obligations under their joint venture agreement.

The Thai firm, led by one of Thailand's richest men, Charoen Sirivadhanabhakdi, has since filed damage claims for up to $2 billion for Carlsberg's termination of the licence agreement, under which Chang was allowed to sell Carlsberg beer.

Thailand's billionaire Prime Minister Thaksin Shinawatra has bid for a stake in Liverpool, and Chang Beverages adviser Thanit Thamsukati told Reuters that any kit sponsorship deal with Chang would depend on the success of the offer. The club's board is due to consider the Thai premier's proposal this week, though Thai officials say the deal is done. "What interests us is putting our logo on the chest of their jersey," Thanit said. "But we have to see if it's worth spending that much, as it's quite expensive."

Chang Breweries thinks it would cost 200 to 300 million baht ($5-7.5 million) per year to advertise on Liverpool's red kit, Thanit said.

Liverpool's Web site said the deal with Carlsberg is the "most enduring brand sponsorship at top-level world club football", but did not state how much it is worth. Thanit said Carlsberg would probably be allowed to choose whether to renew its sponsorship when its current deal expires next year. "Carlsberg is sponsoring them and will do until next year," Thanit said. "Normally, the right will be given to the existing sponsor first."

Carlsberg declined to comment on the financial details of its deal with Liverpool, which has run for more than 11 years. Company spokeswoman Margrethe Skov said the current contract would expire in August next year and that Carlsberg had no interest in pulling out. "We are very happy about the sponsorship. It means a lot to us. If that were not the case, we wouldn't have maintained the partnership for that long," she said.

Chang Beverages makes Thailand's best-selling beer, Chang Beer, which has a distinctive green elephant on its label. "Chang" is the Thai word for elephant.

Thai premier Thaksin, a telecoms tycoon before he entered politics, met Liverpool Chief Executive Rick Parry on Monday and said he wanted to buy a 30 percent stake for "more than" $100 million. He has suggested the Thai public and other private investors might pay for part of the deal. Chang Beverages had been linked with the bid, but Thanit said the firm was not interested in buying a stake of its own in the English club. "It's still not clear how the prime minister will buy a stake in the club and what he means by using public money to do so. He may ask his other friends to help with this," Thanit said. "As a beer maker, we are certainly not interested in buying a stake in the club for investment as it will involve a lot of things," he added. (additional reporting by Helen Hajjaj in Copenhagen)


12 May, 2004