So Carlsberg says they want to end their 17-year relationship with Liverpool. No surprise. Liverpool haven’t won a single English championship since 1990.

Carlsberg, probably seduced by the 18 championships Liverpool had won up to then, signed up with Liverpool in 1992 thinking there was going to be another bumper crop of titles.

But Liverpool haven’t won England’s top league in such a long time and only have Cups to show Carlsberg for the last 17 years.

Also, if you were not a Liverpool fan and hated the Reds, every time you see a bottle of Carlsberg, you probably want to vomit. So disentangling themselves from one club may be a good idea for Carlsberg.

The 17-year Carlsberg sponsorship is the longest shirt sponsor in the English Premiership.

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