MANCHESTER, England (AP) -- Liverpool's shirt sponsor Carlsberg is keen on buying the naming rights for the English club's new stadium as the brewer renegotiates its current deal, The Associated Press has learned.
The Danish beer brand's ties with the Reds stretch back to 1991, making it the Premier League's longest commercial partnership. The current contract, worth seven million pounds ($10.6 million) annually, expires at the end of the 2009-10 season.
In announcing Carlsberg's intentions to the AP, head of sponsorship Gareth Roberts indicated that his company would be monitoring the club's bid to refinance a loan of around 250 million pounds ($375 million) or potential sale and, more crucially, progress on replacing the crumbling Anfield stadium.