From The Times June 25, 2009 http://www.timesonline.co.uk/tol/sport/article6571909.ece Carlsberg is running out of time to negotiate a new shirt sponsorship deal with Liverpool as the Merseyside club hold out for a bumper contract amid interest from a host of leading international companies. Liverpool are looking to strike a deal similar to the £80 million, four-year arrangement that Manchester United secured this month with Aon, the American insurance giant, but Carlsberg is offering only about half that sum. The Danish brewer has been Liverpool's main sponsor since 1992, but while talks are continuing and both parties would like their long association to continue, Tom Hicks and George Gillett Jr, the co-owners, believe that the club have been undersold commercially for too long and want a deal that reflects their position as one of the most recognisable brands in world football. The present deal with Carlsberg, which was signed in February 2007 in the wake of the Americans' takeover at Anfield, is worth £7.2 million a year and expires next summer. Carslberg has until the end of July to negotiate a new contract exclusively with Liverpool but thereafter the club will be able to explore other options. Liverpool believe that United's agreement with Aon has set the benchmark and that it is only right that they seek a comparable deal as the most successful club in English football history with an enormous worldwide fanbase. Although Liverpool would like to conclude a deal sooner rather than later, they do not want to “get into bed” with the wrong partner and are prepared to take their time. Chelsea will also be in the hunt for a new shirt sponsor should they not reach a new agreement with Samsung. Their present five-year deal with the Korean electronics company is worth £10 million a year and expires in June 2010, but with reports suggesting that Chelsea believe that a new contract is worth double that, it remains to be seen if Samsung is prepared to cough up the funds. Put us on your shirts £80 million The four-year deal Manchester United signed with Aon takes effect from next summer £75 million Juventus have a five-year contract with Tamoil, the international oil company £68 million Bayern Munich's four-year deal with T-Home £50 million Chelsea signed a five-year contract with Samsung in 2005 £38 million Real Madrid's three-year deal with Bwin.com, the Austria-based online gaming company It's about time we copped on and looked for what we are really worth, we've sold ourself short for too long
porob best if we ditch carlsberg cause more and more countries and banning the advertising of alcohol so its impacting on our jersey sales in those countries and the promotion of liverpool as a brand
This was said in the other carlsberg thread a few weeks back..... we have been very consistent in under selling ourselves in the past.we were a laughing stock,while all the big clubs got much more money than us. Carlsberg shouldve been refused by LFC in 2005 anyway. We are worth a lot more,LFC should open up negotiations with different potential sponsors.
Agree with all the points made above...we are one of the biggest clubs in the world and so we should have one of the biggest deals in the world...
I like our association with Carlsberg and hope it continues. It would be nice to do a barcelona on it and give the space to charity but somehow i cant see that happening!
Some good pints made already on this thread, I'd Hop on the bandwagon here too. I don't want to sound like I'm drunk on pride but We are probably the best club in the world. And still there are so many clubs with lager deals than us! Bored off my nelly here at work, had to say something! Where's Redmurph with that picture???
Although I think the Carlsberg logo fits very well on our shirts, when hearing the story about their promo director dragging his heels on a new deal in 2005 and at half time in Istanbul he was considering calling the deal off, coco should have told him to fcuk off there and then and let them come sliming back to the newly crowned champions of Europe with a considerably larger deal. But then again our favorite CEO was never one to spot an oppotunity. We have been a joke in underselling ourselves for years, if the chav-no history-no fans-southern *******s can get €50 million then surely we,as the most successful club in engerlish history, can command something close to the mank scum's €80 mill, stands to reason
Spell it out like this - do you want your name on the 2009/10 league winners jerseys or not? We are worth 50 chelsea's but I would accept twice what they get.
At the time, i remember saying who the fcuk do carlsberg think they are? as it was common knowledge, that we had been screwed,and was cursing parry out of it. and any time since,a lot of what i heard from different carlsberg people was "Our special relationship with Liverpool FC" it was the usual PR spin,of course it would be special to them,as they were getting away with a few million. i dont think we are against them, but we would all like to see LFC get a vastly improved deal. i wouldnt be bothered if we got a new sponsor. also do you remember this fiasco from them?http://www.irishkop.com/forums/showthread.php?t=4819&highlight=carlsberg
They've been our shirt sponcers since 1992, and we've never won the title while we've been associated with them, so I say get rid, and bring back Crown
last 2 home shirts i've got have been sponsorless, would look better if I was a bit slimmer, the carlsberg did hide the flab
the club were under pressure from reebok back in 05 to sort out who the sponsor was so that next seasons jerseys could be made, the deadline was sometime in april i think before we got to the final also have to remember if we didnt win the champions league that year we would of been a uefa cup team
Get rid of them to be fcuked. I wonder will they follow tradition and find a brand that begins with a (C) Candy,Crown paints,Carlsberg can`t think of any more right now but if i missed any let me know.