Liverpool have confirmed that they have secured a new sponsorship deal with Carlsberg that could net the club £15million.
The 3-year deal, the club's most lucrative ever, was naturally welcomed by chief suit Rick Parry.
"We are very pleased," said Mr Parry. "This three-year deal is capable of raising £15million. This is performance-related but we're not worried about that.
"Our partnership with Carlsberg has been for 10 years and is now the longest in the Premiership so we are obviously very happy with the way it's gone.
"It's been a very good relationship for us and also very good for Carlsberg. Especially during the 2001 season when we had so much exposure at home and in Europe.
"The credentials and credibility of Carlsberg is impeccable and they have been very supportive about the game in their sponsoring of England, the FA, UEFA and the Super Cup. They also have a very strong presence in place in Asia, which is also of great interest to us."
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