UK: £21m Carlsberg sponsorship for Football Club Liverpool
Liverpool is on the verge of sealing their first multi-million pound sponsorship deal of the new American era with a £21.6m agreement with Carlsberg, according to the clubs web site, February 9.
The Reds had already decided to renew their arrangement with the brewing giants prior to the takeover of George Gillett and Tom Hicks.
However, the terms are a massive improvement on the disappointing £5m over two years which was agreed in 2004, just before Liverpool won the Champions League final.
The new deal represents £7.2m a year for the next three seasons - virtually trebling Liverpools income from this source per annum.
Carlsberg have been Liverpools sponsors since 1992, but although the latest deal is the most lucrative between the pair yet, it still doesnt compare favourably with those of Manchester United and Chelsea.
E-malt.com, the global information source for the brewing and malting industry professionals. The bi-weekly E-malt.com Newsletters feature latest industry news, statistics in graphs and tables, world barley and malt prices, and other relevant information. Click here to get full access to E-malt.com. If you are a Castle Malting client, you can get free access to E-malt.com website and publications. Contact us for more information at marketing@castlemalting.com .