Adidas recent comments that Liverpool FC sold more football shirts worldwide than anybody else, including the likes of Real Madrid, certainly agrees with that theory.
Carlsberg’s present shirt sponsorship for Liverpool costs the brewer £7.2 Million a year. The deal expires next summer.
Compare that to the whopping £80M 4-year deal that Manchester United recently signed with Aon which will begin in 12 months time.
Liverpool have had significant commercial interest from major sponsors in recent months, and the departure of Rick Parry is set to only improve Liverpool’s commercial awareness. Early reports suggest that Carlsberg will offer the club £10 M a year but the Liverpool hierachy believe this is still a substantially underweight offer for one of the biggest names in world sport.
Carlsberg have until July 2009 to exclusively arrange a further contract extension, after which time Liverpool can start discussing the options with other companies.
Chelsea have had a £10M deal a year for the last 4 years and are also believed to be looking for a figure nearer £20M a season when they renegotiate their deal.
Have Carlsberg paid too little for Liverpool sponsorship? How much is our shirt sponsorship worth? Who would you like to see the club associated with?