Probably The Best In The World?

LIVERPOOL are on the verge of sealing their first multi-million pound sponsorship deal of the new American era with a £21.6m agreement with Carlsberg.

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.

United are currently in a £56.5m deal with AIG over four years, while Chelsea struck a deal with Samsung worth £50m a year over five years. Spurs’ shirt deal with Mansion House is worth £34m over four years.


Drogballs: It's always good to have Carlsberg back as your sponsor because of the history and also, it seemed like Carlsberg and Liverpool are pretty much inseparable. Think of Liverpool, it's Carlsberg and vice versa. But have we gotten ourselves another rip off deal again?

I mean, even Tottenham Hotspur have a bigger and better deal than us! How wrong is that? Is it due to our 'ties' with Carlsberg for such a long time that makes it difficult for us to get another sponsor? If it is then it's pretty embarrassing, I think.

Still, it's so much better than the current deal. Better than nothing, I guess...