Carlsberg Renews Liverpool Sponsorship

Carlsberg has extended its long-running shirt sponsorship deal with FA Premier
League club Liverpool with the new three-year contract taking the association
through to the end of the 2009/10 season.

Carlsberg has been the main club sponsor of Liverpool since 1992, the
longest-running sponsorship of its kind in the FA Premier League. 

As official club sponsor, Carlsberg receives a significant rights package
ensuring a global reach including the Far East, Scandinavia and Eastern Europe
markets, as well as the core markets of Western Europe.

While no value has been put on the new deal, it is thought that the
investment is on a similar level to the existing contract which is believed to
be worth around £5m a year.

The new deal adds further funds to the club which was taken over last year by
US investors George Gillett and Tom Hicks with the promise of significantly
enhanced transfer funds.