Carlsberg's 17 years as sponsor of Liverpool Football Club will come to an end in July 2010.
The brewer has today announced that it will not renew the deal. It will be replaced as Liverpool's main sponsor by Standard Chartered Bank.
A statement from the Danish group said that "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".
It added: "Carlsberg and Liverpool FC intend to maintain their close working relationship in the future through different partnerships".
Last week, Carlsberg announced that it had renewed its sponsorship of the FA, retaining its status as the official beer of both the England team and the FA Cup until the end of July 2014.
The issue of high-profile drink sponsorships came to the fore last week when the British Medical Association (BMA) called for a ban on all alcohol advertising and promotion, including sponsorship.