[lfc-news] Reds set to renew deal with Carlsberg - Echo

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Liverpool Echo, 11 May 2005
Reds set to renew deal with Carlsberg
By Chris Bascombe, Liverpool Echo

LIVERPOOL are about to renew their sponsorship deal with Carlsberg,
quashing fears their 13-year partnership is about to end.

Both parties are said to be 'very close' to agreeing fresh terms on a
lucrative new contract.

There were suggestions Liverpool were looking elsewhere ahead of next
season, but negotiations with Carlsberg are now in their final stages
with an announcement due shortly.

The Reds have a new away kit launch currently on hold until pen is put
to paper on the latest terms.

Carlsberg agreed a club record £15m over a three year period in 2002,
although the full amount was conditional on Champions League participation.

The Reds' failure to qualify for the elite competition in the 2003-4
season proved expensive under the terms of their deal, although this
year's progress has provided Carlsberg with the fullest possible
exposure and strengthened their relationship.

It's unclear exactly how much the Reds will be able to command this
time, but shirt sponsorship has become an increasingly profitable
revenue stream.

Both Chelsea and Manchester United have recently pushed back the limits
as to how much it's worth.

The Londoners have just agreed a £50m deal over five years with Samsung,
while Manchester United are in the middle of a four year deal with
Vodafone worth £36m.

Any investment from this source will prove invaluable to manager Rafa
Benitez as he prepares to rebuild his squad.

Meanwhile, Benitez is currently assessing the talents of Argentinian
triallist Juan Antonio at Melwood, although there's no indication so far
this may lead to a transfer. The 17-year-old striker is one of numerous
youngsters who've been on trial at Anfield this season.

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