Carlsberg widens sights to Liverpool FC stadium.(Carlsberg Breweries A/S plans for sponsorship deals)

The brewer plans to add a naming-rights deal to its shirt tie-up, writes Ed Kemp.

Carlsberg, the shirt sponsor of Liverpool FC, is eyeing a naming-rights sponsorship package if the club presses ahead with a move to a new stadium, as expected.

Carlsberg has sponsored Liverpool for nearly 20 years, making it the longest-standing shirt sponsorship deal in the Premiership, but the Danish brewer must proceed with caution.

Anfield, home to Liverpool since the club's foundation in 1892, is considered sacrosanct by the club's fans, who have a strong sense of history and tradition.

Football fans are among the most loyal customers in the world, but also the …