Man Utd fans might be able to enjoy Carlsberg without guilt

According to an interview in Forbes magazine, Danish brewer Carlsberg may not be extending their 17-year relationship with Liverpool FC.

The current deal between the two parties ends in mid-2010 and until July, Liverpool were not allowed to approach other potential sponsors due to an exclusivity clause in the contract.

Carlsberg chief executive Jorgen Buhl Rasmussen told the magazine:
“We will have a conclusion of a deal or not this year. But, like in every discussion, everything has a price, and we need to assess the alternatives.”

Stefan Szymanski, sports economist at the Cass Business School at City University in London, added: “If I were a brand, I wouldn’t want to be associated with a football team for so long, as you end up alienating supporters of rival teams. And advertisers don’t want their products to be permanently associated with just one team.”

Carlsberg has been the bin-dippers’ official sponsor since 1992, the longest partnership in the English Premier League.

I personally would welcome this development, as I think Carlsberg is a decent beer, but always order different beers, if available, so as to avoid ‘supporting’ Liverpool’s sponsor.