Carlsberg indicates Liverpool deal could end

Carlsberg has given a further indication that its 17-year sponsorship on Liverpool Football Club could be coming to an end.

Torres,  Liverpool FC
Torres, Liverpool FC

The brewer’s current deal with the Premier League club, understood to be worth about £7.5m a year, is due to end next year while an exclusivity agreement that prevents the club from exploring alternatives until last month.

Carlsberg chief executive Jorgen Buhl Rasmussen told Forbes magazine that it will decide whether to extend by the end of this year.

“We will have a conclusion of a deal or not this year. But, like in every discussion, everything has a price, and we need to assess the alternatives,” he told the magazine.

The report comes two months after Carlsberg indicated that it was willing to discuss naming rights for the club’s proposed new stadium when discussions began.

Yesterday (6 August) the Danish brewer said total net revenue increased by revenue increased by 9% to DKK 29.4bn (£3.4bn) in the six months to 30 June, up from DKK 27.0bn in the same period last year.

In the UK, the brewer says Carlsberg gained both volume and value share with overall UK market share now at around 14.4%.

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