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Liverpool announce new sponsor deal

Liverpool have confirmed Standard Chartered Bank as the new main sponsor of the club, ending a 17-year association with Carlsberg.

The agreement, which begins in July, runs to the end of the 2013-14 season and is reported to be worth around £80 million over four years.

The bank has operations around the world, while Liverpool is one of the most famous UK clubs globally.

The partnership brought together "two highly successful organisations", said Liverpool managing director Christian Purslow.

The club said the deal aimed to step up Liverpool's profile in the lucrative Asian markets, as well as in Africa and the Middle East.

"Many branches in these countries will effectively be a shop window for Liverpool football club and a means of attracting more supporters to the cause," Mr Purslow said.

Last week, Carlsberg retained its role as the official beer of the England national team and the FA Cup.

The club report that the deal is the largest in their history in a news update on the official website, which can be found here http://­www.­liverpoolfc.­tv/­news/­drilldown/­N165741090914-0000.htm.

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