Carlsberg to end sponsorship deal with Liverpool

After more than a decade of support, Carlsberg may be ready to abandon its sponsorship deal with English Liverpool.

Forbes reports that the official Liverpool sponsor is currently weighing the available options, which would leave the club without an official sponsor by the end of 2010. Carlsberg Chief Executive Jorgen Buhl Rasmussen commented that the company was unable to look into other options due to the exclusivity agreement in place with Liverpool.

Following a 17-year relationship with Liverpool, dating back to 1992, it appears unlikely that Carlsberg will pursue a contract extension at the end of their current term which expires in 2010.

The Daily Mail reports that Standard Chartered is next in line for the honors, after losing their Manchester United bid to Aon. Liverpool has upped their shirt sponsorship asking price to GBP 15 million , with the likes of Manchester United sealing a GBP 20 million-per-year deal with Aon and Chelsea having inked a GBP 13 million deal with Samsung.