at people who miss Carlsberg shirts, fair enough but for what they paid us compared with standard chartered i dont think its a problem in the slightest did we not dump Carlsberg? our deal with standard chartered was announced in september 2009, 8 months before the season ended No, that sets the market price. It's not an incremental market rise, but a significant increase. SC have no way in knowing if its worth it, but they took a risk, hoping our profile in Asia would yield a ROI. Remains to be seen if they feel as generous 3 years down the line. As for Warrior, what "accounts" would those be then? Warrior is a privately traded company (owned by New Balance, which is also privately traded) so its difficult  to know exactly what their economic growth is like. However, their manufacturing partners in Asia (such as CRC Sports in Thailand) have forecasted revenue increases of 70% which gives a general indicator as to the boost they have received thanks to being Liverpool's sponsor. I would hazard a guess that their other manufacturing partners in India, Malaysia, China and Indonesia are having similar booms. As to your previous point, there is no such thing as incremental price increases in branding thanks to the monopolistic nature of the Liverpool name. You can't expect gradual price increases in the renegotiated contracts because 1. The price is inflexible for as long as the contract is valid and 2. Given the length of a given