Carlsberg Agree New 3 Year Deal

By David Anderson
August 8 2002

Carlsberg has extended its sponsorship deal by 3 years with Liverpool today. The big alchol company has been on the pools' shirts for 10 years.

Carlsberg has extended its sponsorship deal by 3 years with Liverpool today. The big alchol company has been on the pools' shirts for 10years.

The deal can make the reds upto £15million depending on where they finish in the league. This is going to be Liverpools most lucrative sponsorship deal in history.

A very happy chief executive Rick Parry said: "We are very pleased.

"This three-year deal is capable of raising £15 million. This is performance-related but we're not worried about that.

"Our partnership with Carlsberg has been for 10 years and is now the longest in the Premiership, so we are obviously very happy with the way it's gone.

"It's been a very good relationship for us and also very good for Carlsberg - especially during the 2001 season when we had so much exposure at home and in Europe.

"The credentials and credibility of Carlsberg are impeccable and they have been very supportive about the game in their sponsoring of England, the FA, Uefa and the Super Cup.

"They also have a very strong presence in place in Asia, which is also of great interest to us."