Liverpool’s sponsorship deal with Carlsberg will finish at the end of the current season and plans are under way for a new bid by Carlsberg to continue the longest sponsorship deal in Premier League History.
The Danish brewers are looking at a new sponsorhip period and have indicated that talks about naming rights to the potential new stadium will take place. Talking to the Associated Press, this is what a Carlsberg spokesperson had to say:
“[The financial situation] would have to come into it – we need to understand where they are going with the stadium, what is the next step,” Carlsberg said to the Associated Press.
“[The ownership situation] is a distraction, the best thing is they seem to have resolved the internal issues and they are going to take the next step. If it’s done in the right way and they take the next step then absolutely.
“The ownership issue is also about the stadium and the financial setup. The stadium is a big step of their progression in the future and we want to be part of that.’
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