Liverpool Seeking Carlsberg Renewal Similar To ManU-Aon Deal

Carlsberg Has Been Main Liverpool Sponsor Since '92

EPL club Liverpool is looking for a shirt sponsorship renewal with Carlsberg similar to the four-year, $130.2M (all figures US) deal Manchester United secured with Aon, but Carlsberg is "offering only about half that sum," according to James Ducker of the LONDON TIMES. Carlsberg has been Liverpool's main sponsor since '92, but while talks are "continuing and both parties would like their long association to continue," Liverpool co-Owners Tom Hicks and George Gillett "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." Carlsberg's current deal, which was signed in February '07 and expires after next season, is worth $11.7M annually. Carlsberg "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." Meanwhile, Ducker notes EPL club Chelsea also will be "in the hunt for a new shirt sponsor should they not reach a new agreement with Samsung." Samsung's current five-year deal worth $16.3M annually also expires after next season, and Chelsea officials reportedly "believe that a new contract is worth double that" (LONDON TIMES, 6/25).