The Reds want to cash-in on a new, big-money deal, but they'll have to wait a while before they can ditch their current benefactors.
Liverpool's 17-year partnership with their major sponsor, Carlsberg, is one of the longest in the game, so much so that the beer giant's logo has become an iconic emblem for the Anfield club.
However, The Daily Express reports that the Reds, who are battling financial problems under the ownership of Tom Hicks and George Gillett, are now aiming to increase revenue by landing a more profitable shirt deal.
The Merseyside outfit currently collects around £10 million per year - plus performance-based extras - from the Danish brewery, a figure which pales in comparison to their main rivals.
Manchester United, for example, will rake in a mammoth £80m per season from their new sponsor, Aon, while Chelsea have a £50m deal with Samsung.
Unfortunately for Liverpool, though, Carlsberg holds an exclusivity agreement which prevents the club from even considering other options until July.
Only after that agreement expires will the scouse side's commercial director, Ian Ayre (pictured), be free to enter talks with other companies in view of attaining a more rewarding deal.
Liverpool's current contract with Carlsberg, which has been pushing to win the naming rights to the club's planned Stanley Park stadium, runs until 2010.
Liverpool's 17-year partnership with their major sponsor, Carlsberg, is one of the longest in the game, so much so that the beer giant's logo has become an iconic emblem for the Anfield club.
However, The Daily Express reports that the Reds, who are battling financial problems under the ownership of Tom Hicks and George Gillett, are now aiming to increase revenue by landing a more profitable shirt deal.
The Merseyside outfit currently collects around £10 million per year - plus performance-based extras - from the Danish brewery, a figure which pales in comparison to their main rivals.
Manchester United, for example, will rake in a mammoth £80m per season from their new sponsor, Aon, while Chelsea have a £50m deal with Samsung.
Unfortunately for Liverpool, though, Carlsberg holds an exclusivity agreement which prevents the club from even considering other options until July.
Only after that agreement expires will the scouse side's commercial director, Ian Ayre (pictured), be free to enter talks with other companies in view of attaining a more rewarding deal.
Liverpool's current contract with Carlsberg, which has been pushing to win the naming rights to the club's planned Stanley Park stadium, runs until 2010.
No comments:
Post a Comment