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Carlsberg is expected to end its twelve year old deal with Liverpool at the end of the season. The brewer considers that it is not getting value for money from its £6m a year shirt sponsorship deal. The loss of Michael Owen to Real Madrid and the threat that Steven Gerard may go to Chelsea in the summer are thought to have been deciding factors. Carlsberg's view is that they paid for a worldwide media property, but that Liverpool failed to exploit an international brand built on a rich history that is particularly strong in important Asian markets. It will be odd to see a Liverpool shirt without 'Carlsberg' on it.
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