Liverpool deal back from the dead

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The Independent Online

Liverpool's shock comeback in the Champions League final has led to the last-gasp survival of its relationship with shirt sponsor Carlsberg.

Liverpool's shock comeback in the Champions League final has led to the last-gasp survival of its relationship with shirt sponsor Carlsberg.

Talks to extend the 12-year sponsorship deal had all but broken down, with the Danish drinks giant tired of Liverpool's inability to find success on the football field. But the club, after beating AC Milan to become European champions on Wednesday, will this week announce a three-year extension thought to be worth around £15m.

That is less than the estimated £6m-a-year deal that has just expired between the club and Carlsberg. But it will still be a relief for Liverpool, which was struggling to find a replacement sponsor. It was also in danger of not getting replica kits out in time for next season.

In addition, the deal could boost the club's chances of defending its European title. Experts believe that Carlsberg, as a long-term sponsor of major football tournaments, should be able to bring pressure to bear on governing body Uefa.

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