In a deal set to generate £60m Budweiser, Pepsi and Coca-Cola are to enter the battle for sponsorship of the English football premier league.

The UK's Financial Times reported that the deal is set to double the amount Carling, which is owned by Bass, paid for its three-year sponsorship deal which expires at the end of this season.

Changes to broadcasting agreements next season also mean the new title sponsor will receive greater visibility than Carling does.

More matches will be televised; cross-promotional opportunities will also be greater as the league's highlights programme (currently shown on BBC) will be broadcast on ITV; and several of the league's leading clubs are planning broadband joint ventures with media partners to show games.

Carling is still a contender for the sponsorship and a decision is expected to be made within three months.