Liverpool look set to end their 17-year partnership with Danish brewers Carlsberg at the end of the 2009/10 season, according to reports.
Carlsberg and the club have not been able to reach an agreement on a new shirt sponsorship deal, with the Reds looking to double their price from the last time the deal was extended.
Reports suggest that financial giants Standard Chartered look set to sponsor the Reds for around £15million per year.
Standard Chartered recently narrowly lost out to Aon in competing to sponsor Manchester United and have extensive overseas interests particularly in the Far East, an area Liverpool are seemingly keen to develop their ‘brand’.
Either way, Liverpool are due to have a change in home kit by Adidas next season after 2 years with the current design.
Top European Team’s Sponsorship Deals
Manchester United: £20 million a year (£80 million over four years) with Aon
Bayern Munich: £17 million (£68 million over four years) with T-Home
Juventus: £15 million a year (£75 million over five years) with Tamoil
Real Madrid: £12.7 million a year (£38 million over three years) with Bwin.com
Chelsea: £11 million+ a year (£55 million over five years) with Samsung
Liverpool: £7.2 million: Liverpool’s annual fee from Carlsberg expires in 2010
Arsenal: £6.7 million per year (£100 million over 15 years) with Emirates
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