Absolutely terrible oversight from Carlsberg this. People can say we're only one of their many sponsors or whatever, but I'd imagine we're there most lucrative deal and have been over the past 16 or so years. The people arguing the business sense of the deal may be right on a purely business level, but surely you need to be looking at this as Liverpool supporters. Carlsberg, our main sponsors of nearly two decades have chosen to run a joint promotion with the paper that pissed on the memories of 96 of our own and the reputation and actions of many, many others. The deal may well make 'business sense', but any Liverpool fan that doesn't feel anger at how this has been allowed to go ahead needs to take a step back and realise why people are so emotive about the issue.