According to Kop Talk sources, Liverpool are currently talking to four major 'global' companies regarding potential shirt sponsorship deals.
The 'big four' are all desperate to secure an exclusive shirt sponsorship deal with an equally famous global brand such as that offered by the Reds and although Carlsberg's deal was previously re-negotiated and has some time to run, preliminary talks are already allegedly underway.
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Marketing of the Liverpool brand has been poor in recent years but the club are now starting to make the right moves e.g. securing ground sponsorships, introducing the new match-day programme (although that has struggled) and of course the club's own website which now offers the 'e-season ticket'.
A deal with a global brand would also help promote the club in areas such as Singapore where new links are trying to be established. Teams such as Arsenal, Manchester United and even Middlesbrough and Newcastle are already flying the flag in the region and Liverpool want to increase their presence.
Liverpool's shirt sponsors Carlsberg could be banned from any future sponsorship opportunities with the club if new proposals are introduced to try and protect youngsters.
Advertising regulation body, the Portman Group, this week indicated that they want tougher rules introduced to prevent marketing by companies which may encourage excessive drinking. This obviously puts pressure on major brands such as Carlsberg and other brands such as Strongbow (Leeds Utd). However, any proposals (if introduced) in the future may only require voluntary agreements/exclusions.
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