The £20m per annum equals the amount that Manchester United got for their new sponsorship with AON, Carlsberg is currently paying £7.2m per year while AIG is paying United £14m.
Liverpool were the first British club to carry a sponsor’s name on their shirts when in 1979 they agreed a deal with electronics giant Hitachi.
This is positive news for the club, it is good not to be lagging behind United anymore. I must admit I will miss Carlsberg, 17 years is a long time. Many of the young Liverpool supporters do not remember any other sponsorship and ironically we have not won a league title with the Carlsberg shirt.
Hopefully the money will be put into the transfer kitty.