Clock ticking for Liverpool sponsor

LIVERPOOL FC could be set to change its shirt sponsor for the first time since 1992 if a deal can’t be reached in the next month with long-term partner Carlsberg, reports said today.

The club’s American owners George Gillett and Tom Hicks are said to believe Liverpool – one of the most iconic brands in football, should be able to command significantly higher incomes from commercial deals than it has before.

Danish brewer Carlsberg is reportedly paying £7.2m a year, and has until the end of July to complete negotiations on an exclusive basis for a new deal to run from 2010.

Mssrs Hicks and Gillett, who are said to be close to a £350m refinancing with Royal Bank of Scotland, have seen major rival Manchester United tie up a £20m a year deal with American pensions and insurance company Aon, and believe Liverpool should be able to command a similar sum.

The present deal with Carlsberg, which was signed in February 2007 and expires next summer. If a new contract has not been agreed by the end of July, the club will be able to explore other options.