Carlsberg have sponsored Liverpool and had their name emblazoned across the centre of the Liverpool shirt for 18 years but it now looks like this partnership could finally be coming o an end as Liverpool look to generate more money from their sponsors.

The current deal that Liverpool have with Carlsberg earns them a reported £8 million a year but they are believed to be looking at deals that could secure them almost double that amount. The current deal with Carlsebery runs out at the end of the 2009-10 season with Liverpool being unable to look for potenial replacements until June of this year.

Standard Chartered have become early front runners to take over the Sponsorship of Liverpool. Standard Chartered are a London based banking firm who were reportedly interested in sponsoring Manchester United before they opted for AON but the company have now switched their attentions to Liverpool.

Nothing has been finalised as of yet and it is still possible that Liverpool and Carslberg could continue the long relationship they have had together but Liverpool are said to be seriously considering other sponsorship deals as they look to capitalise on their 2nd place spot in the league last season.