Liverpool are seeking a big-money shirt sponsorship deal with banking firm Standard Charter tipped to end Carlsberg's 17-year association with Liverpool.
The London-based giants were set to secure the rights to have their name on Manchester United's shirts from next season but were pipped at the post by insurance broker Aon.
Their current sponsor Carlsberg has indicated that its 17-year sponsorship of Premier League club Liverpool may not be extended. Due to end in mid 2010, Carlsberg had a contract preventing Liverpool from discussing a new deal with any other party until July 09.
It now seems likely that Liverpool have lined up a replacement in London-based banking giants Standard Chartered. Figures being rumoured suggest Liverpool could be almost doubling their current deal per annum, with £15 million a year being mentioned.
Should Carlsberg pull out as Liverpool’s official sponsor, it will be the end of the longest sponsorship partnership in the English Premier League, starting in 1992.