[lfc-news] Reds in search for new sponsor - Echo

Liverpool Echo, 14 Dec 2004
Reds in search for new sponsor
By Chris Bascombe, Liverpool Echo

LIVERPOOL are hoping to secure a £6m-a-year shirt sponsorship deal in the
new year, as a 12-year relationship with Carlsberg could be about to end.

The Reds' current deal with the brewing giants ends in May.

Negotiations are ongoing about prolonging the successful partnership.
However, there are indications Carlsberg won't continue their sponsor-ship
at Anfield and the Reds are already exploring different avenues.

The last sponsorship deal was signed with the brewers in August 2002 and
would have been worth £15m if Liverpool had qualified for the Champions
League every year since.

Participation in the UEFA Cup last season slightly reduced the amount the
club received from the performance-related agreement, although it was still
the most lucrative in Anfield history.

The Reds will be hoping the appointment of a world renowned manager, as
well as their continued presence in this year's elite European competition,
will make them more attractive to possible commercial partners.



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