Liverpool look set to end their 17-year partnership with Danish brewers Carlsberg at the end of the 2009/10 season, according to reports.
Carlsberg and the club have not been able to reach an agreement on a new shirt sponsorship deal, with the Reds looking to double their price from the last time the deal was extended.
Reports suggest that financial giants Standard Chartered look set to sponsor the Reds for around £15million per year.
Standard Chartered recently narrowly lost out to Aon in competing to sponsor Manchester United and have extensive overseas interests particularly in the Far East, an area Liverpool are seemingly keen to develop their ‘brand’.
Either way, Liverpool are due to have a change in home kit by Adidas next season after 2 years with the current design.
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