Football: Carling backs Premier League

FOOTBALL'S elite clubs have finally agreed to drink from the lager glass they were first offered last summer and turned down. From next season the flagship competition will be known as the FA Carling Premier League via a pounds 12m sponsorship package.

The four-year deal was accepted yesterday by the 22 chairmen without a vote, though that is not to say there was complete harmony. Liverpool, whose tie-up with Carlsberg is the most lucrative shirt sponsorship in the game, are concerned over its implications but reluctantly have accepted they could no longer play King Canute against the tide of support.

Three attempts were made last year to seal a partnership. Last night the sceptics were happy to raise a toast to Rick Parry, the League's chief executive.

'We are delighted to have secured a deal with Bass (the brewers) at long last,' Parry said. 'The money will be important as we look to upgrade grounds and take the game into the next century. Time is a great healer and instead of haggling, clubs are now committed to pulling together.'

So much so that the deal would appear to signal the death of the so-called 'Platinum Eight' who came together, with Liverpool as the chief protagonist, to scupper the original proposal. Gradually the other seven have concluded they could no longer afford to say no to the money, which works out at pounds 136,363 per club per season.

Apart from Liverpool, three other clubs - Tottenham Hotspur, Blackburn Rovers and Nottingham Forest - have shirt contracts with brewers and Parry said talks will continue to make sure those deals are not disrupted.

Bass has close links with sport and is involved in the Tennents Charity Shield, the Tennents Scottish Cup and the Stones Rugby League Championship.

Disappointing viewing figures on satellite television were thought to be a barrier to a major Premier League sponsorship but Simon MacDonald, the Bass marketing director, said the success of the BBC's Match of the Day made this arrangement 'good value'.

'We are delighted to be associated with what has always been recognised as the most fiercely competitive and exciting League in the world,' he said.

Neil Webb, the Nottingham Forest midfield player, is to undergo exploratory surgery on his Achilles tendon injury on Monday.

Joe Lovejoy, team news

Football Diary, page 50

Sport
sportGareth Bale, Carl Froch and Kelly Gallagher also in the mix for award
News
Japan's Suntory Beverage & Food has bought GlaxoSmithKline's Lucozade and Ribena
news
News
A tongue-eating louse (not the one Mr Poli found)
newsParasitic louse appeared inside unfilleted sea bass
Sport
Nathaniel Clyne celebrates after salvaging a point with the Southampton equaliser
footballAston Villa vs Southampton report
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
Life and Style
Out and about: for 'Glee' character Bert Hummel, having a gay son was a learning curve
lifeEven 'cool' parents need help parenting gay teens
News
peopleJack Monroe accuses David Cameron of 'misty-eyed rhetoric'
News
The illusionist believes hypnotism helped him to deal with the lack of control he felt growing up
people
News
Tana Ramsay gave evidence in a legal action in which her husband, Gordon, is accusing her father, Christopher Hutcheson, of using a ghost writer machine to “forge” his signature
peopleTana Ramsay said alleged discovery was 'extremely distressing'
Arts and Entertainment
Robin Windsor and Aljaz Skorjanec rehearse their same-sex dance together on Strictly Come Dancing
TV
Money
Anyone over the age of 40 seeking a loan with a standard term of 25 years will be borrowing beyond a normal retirement age of 65, and is liable to find their options restricted
propertyAnd it's even worse if you're 40
Arts and Entertainment
Perhaps longest awaited is the adaptation of Jack Kerouac’s On the Road with Brazil’s Walter Salles directing and Sam Riley, Kristen Stewart and Viggo Mortensen as the Beat-era outsiders
books
Arts and Entertainment
theatreSinger to join cast of his Broadway show after The Last Ship flounders at the box office
Life and Style
fashion'To start singing with Pharrell is not that bad, no?'
News
news
Caption competition
Caption competition
Latest stories from i100
Daily Quiz
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

Career Services
iJobs Job Widget
iJobs General

Austen Lloyd: Employment Solicitor

£30000 - £60000 per annum + Excellent: Austen Lloyd: Employment Solicitor - Ke...

Argyll Scott International: Risk Assurance Manager

Negotiable: Argyll Scott International: Hi All, I'm currently recruiting for t...

Austen Lloyd: Clinical Negligence Solicitor

Highly Competitive Salary: Austen Lloyd: HAMPSHIRE MARKET TOWN - A highly attr...

Ashdown Group: IT Systems Analyst / Application Support Engineer (ERP / SSRS)

£23000 - £30000 per annum + pension, 25days holiday: Ashdown Group: An industr...

Day In a Page

In a world of Saudi bullying, right-wing Israeli ministers and the twilight of Obama, Iran is looking like a possible policeman of the Gulf

Iran is shifting from pariah to possible future policeman of the Gulf

Robert Fisk on our crisis with Iran
The young are the new poor: A third of young people pushed into poverty

The young are the new poor

Sharp increase in the number of under-25s living in poverty
Greens on the march: ‘We could be on the edge of something very big’

Greens on the march

‘We could be on the edge of something very big’
Revealed: the case against Bill Cosby - through the stories of his accusers

Revealed: the case against Bill Cosby

Through the stories of his accusers
Why are words like 'mongol' and 'mongoloid' still bandied about as insults?

The Meaning of Mongol

Why are the words 'mongol' and 'mongoloid' still bandied about as insults?
Mau Mau uprising: Kenyans still waiting for justice join class action over Britain's role in the emergency

Kenyans still waiting for justice over Mau Mau uprising

Thousands join class action over Britain's role in the emergency
Isis in Iraq: The trauma of the last six months has overwhelmed the remaining Christians in the country

The last Christians in Iraq

After 2,000 years, a community will try anything – including pretending to convert to Islam – to avoid losing everything, says Patrick Cockburn
Black Friday: Helpful discounts for Christmas shoppers, or cynical marketing by desperate retailers?

Helpful discounts for Christmas shoppers, or cynical marketing by desperate retailers?

Britain braced for Black Friday
Bill Cosby's persona goes from America's dad to date-rape drugs

From America's dad to date-rape drugs

Stories of Bill Cosby's alleged sexual assaults may have circulated widely in Hollywood, but they came as a shock to fans, says Rupert Cornwell
Clare Balding: 'Women's sport is kicking off at last'

Clare Balding: 'Women's sport is kicking off at last'

As fans flock to see England women's Wembley debut against Germany, the TV presenter on an exciting 'sea change'
Oh come, all ye multi-faithful: The Christmas jumper is in fashion, but should you wear your religion on your sleeve?

Oh come, all ye multi-faithful

The Christmas jumper is in fashion, but should you wear your religion on your sleeve?
Dr Charles Heatley: The GP off to do battle in the war against Ebola

The GP off to do battle in the war against Ebola

Dr Charles Heatley on joining the NHS volunteers' team bound for Sierra Leone
Flogging vlogging: First video bloggers conquered YouTube. Now they want us to buy their books

Flogging vlogging

First video bloggers conquered YouTube. Now they want us to buy their books
Saturday Night Live vs The Daily Show: US channels wage comedy star wars

Saturday Night Live vs The Daily Show

US channels wage comedy star wars
When is a wine made in Piedmont not a Piemonte wine? When EU rules make Italian vineyards invisible

When is a wine made in Piedmont not a Piemonte wine?

When EU rules make Italian vineyards invisible