Liverpool are pursuing a record sponsorship deal with Carlsberg which could net them £60million.
The Merseysiders hope to conclude negotiations as early as this summer on an agreement which would eclipse those of Manchester United and Chelsea.
Liverpool's current three-year contract with the Danish brewers is worth around £10m a year - including Champions League bonuses - and ends after the 2009-10 season.
But co-owners Tom Hicks (below) and George Gillett want to shatter previous records with a new four-year deal.
They are out to top the four-year £56m arrangement United signed with AIG in 2006 and Chelsea's five-year £50m contract with Samsung, which runs to 2010.
Previous deals with Carlsberg, Liverpool sponsors since 1992, were thought to be worth a lot less than those of rival clubs.
A swift deal would give boss Rafa Benitez a transfer kitty and could help protect Reds' value if either owner is forced to sell his share.
The Merseysiders hope to conclude negotiations as early as this summer on an agreement which would eclipse those of Manchester United and Chelsea.
Liverpool's current three-year contract with the Danish brewers is worth around £10m a year - including Champions League bonuses - and ends after the 2009-10 season.
But co-owners Tom Hicks (below) and George Gillett want to shatter previous records with a new four-year deal.
They are out to top the four-year £56m arrangement United signed with AIG in 2006 and Chelsea's five-year £50m contract with Samsung, which runs to 2010.
Previous deals with Carlsberg, Liverpool sponsors since 1992, were thought to be worth a lot less than those of rival clubs.
A swift deal would give boss Rafa Benitez a transfer kitty and could help protect Reds' value if either owner is forced to sell his share.
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