CARLING INKS MEGA-DEAL WITH ENGLISH SOCCER LEAGUE

          England-based Carling has agreed to a four-year, $59.3M
     extension as the official sponsor of the English Premier
     soccer league, according to SOCCERNET.  The new agreement,
     part of which continues the league's official title as the
     F.A. Carling Premiership, comes as the previous four year,
     $19.7M deal expires this summer.  Carling, an subsidiary of
     English brewing conglomerate Bass, "fought off" competition
     from Ford and British Telecom to retain the sponsorship. 
     Premiership CEO Rick Parry: "We were in discussions with
     other companies and there could have been more money on the
     table.  But the clubs wanted continuity.  It has been an
     excellent partnership and the clubs were unanimous in voting
     for its extension."  The deal pays each of the league's 20
     clubs over $740,000 per-year (SOCCERNET, 12/10).