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Carlsberg set to be replaced at Liverpool

As Carlsberg prepares to pull out of their long-standing partnership with English Liverpool, the club has set it sights on a new sponsor.

The Daily Mail reports that Standard Chartered is next in line for the honours, after losing their Manchester United bid to Aon.The banking company is now considered the top contender for Liverpool’s next shirt sponsorship deal, which will begin in 2010.

Following a 17-year relationship with Liverpool, it appears unlikely that Carlsberg will pursue a contract extension at the end of their current term.While the brewing group insists that their decision to explore other avenues has no bearing on finances, outside sources believe that Liverpool’s increased price tag may have led to the contract’s demise.

Liverpool has upped their shirt sponsorship asking price to GBP 15 million – almost twice that of their previous figure.

It appears likely that Standard Chartered could satisfy the club’s demands, due mainly in part to the hefty agreement secured by Manchester United.

The top tier club sealed a GBP 20 million-per-year deal with Aon, sparking assumption that Standard Chartered had prepared a competitive offer.

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