UK: £21m Carlsberg sponsorship for Football Club Liverpool

Liverpool is on the verge of sealing their first multi-million pound sponsorship deal of the new American era with a £21.6m agreement with Carlsberg, according to the club’s web site, February 9.

The Reds had already decided to renew their arrangement with the brewing giants prior to the takeover of George Gillett and Tom Hicks.

However, the terms are a massive improvement on the disappointing £5m over two years which was agreed in 2004, just before Liverpool won the Champions League final.

The new deal represents £7.2m a year for the next three seasons - virtually trebling Liverpool’s income from this source per annum.

Carlsberg have been Liverpool’s sponsors since 1992, but although the latest deal is the most lucrative between the pair yet, it still doesn’t compare favourably with those of Manchester United and Chelsea.

10 February, 2007