Danish brewer Carlsberg has started negotiations to extend its 18-year shirt sponsorship deal with Premier League club Liverpool.
Carlsberg head of sponsorship Keld Strudahl revealed talks were taking place and a deal is expected to be finalised next year.
The current shirt deal, which expires at the end of the 2009/2010 season, is believed to be worth around £9.2 million (€10 million) a season.
“We are talking about how a new agreement of co-operation should look but there is nothing concrete on the table yet,” Strudahl told Reuters.
“It's too early to say if the new sponsorship will be at the same level or some other level or nothing at all. We are conducting a review of all our sponsorships and commercial and marketing activities in general.”
Sponsorship experts say companies who are looking to cut costs in their business may be reluctant to sign big money shirt sponsorships, although bigger clubs are in a better position to renew their lucrative deals.
