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Thursday
June 28, 2007
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Carlsberg Inks Three-Year Extension To Liverpool Jersey Deal

Carlsberg Extends Liverpool
Jersey Sponsorship Through 2010

English Premier League club Liverpool, which is co-owned by Stars & Rangers Owner Tom Hicks and Canadiens Owner George Gillett, has extended its jersey sponsorship deal with Holland-based brewer Carlsberg for three years, through the 2009-2010 season, “allowing the companies to bypass an upcoming ban on the sale of shirts to children that bear an alcoholic drink’s name,” according to James Cone of BLOOMBERG NEWS. Makers of alcoholic beverages had agreed this month to the voluntary ban, which “only applies to contracts signed from” January. Carlsberg has had its logo on Liverpool's jerseys since '92, the longest sponsorship in the Premier League (BLOOMBERG NEWS, 6/27). With the three-year length of the deal, Liverpool will be able "to find a new commercial partner to sponsor their new stadium when they relocate in 2010." The deal is "believed to be worth a basic [US$13.98M] a year, with bonuses based on the club's success." Manchester United's shirt sponsorship deal with AIG is worth a guaranteed US$28.15M annually (LONDON TIMES, 6/28).

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