Carlsberg has confirmed the end of its sponsorship of Liverpool Football Club in the UK.

The brewer, which has been Liverpool's shirt sponsor for the last 17 years, said today (14 September) that it will not renew the partnership when the current deal ends next July.

"Carlsberg and Liverpool FC have conducted very fair and amicable discussions over the past six months, but were not able to agree on renewal terms for the contract," Carlsberg said.

Carlsberg began its sponsorship of Liverpool in 1992. Two years ago, the company extended its shirt deal with Liverpool for a further three years.

"We have had a long, successful and rewarding relationship with Liverpool FC," said Carlsberg's president and CEO, Jørgen Buhl Rasmussen. "However, we have weighed up the options surrounding the contract and have come to the decision not to renew our shirt sponsorship. We hope together with Liverpool to find alternative ways to continue our partnership and cooperation."

Liverpool is expected to announce a deal this week for international bank Standard Chartered to sponsor its shirts from the start of next season.

Earlier this month, Carlsberg extended its sponsorship with the English Football Association for a further four years.