Carlsberg took over the sponsorship of Liverpool in 1992. Liverpool's first sponsor was Hitachi, followed by Crown Paints and Candy. Keld Strudahl, group sponsorship director at Carlsberg, said: ...

Updated on: June 9, 2009 / 11:54 AM EDT / MoneyWatch Liverpool F.C. "might be considering new sponsors" to replace Carlsberg, according to Ian Ayre, commercial director at the club.

The deal with Carlsberg was agreed in 1992 and ended in 2010, thereby bringing to an end the longest shirt sponsorship in English footballing history.

As for the 2000/01 away shirt, it made Liverpool look more like Bolton Wanderers. The 1995/96 version of the same kit, meanwhile, saw Adidas strangely go for green-and-white quarters.

Carlsberg, Liverpool in shirt sponsorship talks By Reuters March 30, 20095:45 AM PDTUpdated March 30, 2009 ...