Liverpool FC, the English soccer club, are reportedly ready to bring their long-term shirt sponsorship deal with Carlsberg to an end in an effort to secure a deal comparable to the UK£80 million (US$130 million) partnership Manchester United have signed with Aon.
According to The Times newspaper, ‘while talks are continuing and both parties would like their long association to continue, Tom Hicks and George Gillett Jr, the co-owners, 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.‘
‘The present deal with Carlsberg, which was signed in February 2007 in the wake of the Americans’ takeover at Anfield, is worth £7.2 million a year and expires next summer,‘ continues the Times. ‘Carslberg 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.‘
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