fierce. don't play play.CARLSBERG LEAVES A NASTY TASTE
Liverpool fans have called for a boycott of the club's replica kits after sponsors Carlsberg teamed up with The Sun.
The newspaper, still reviled in Liverpool for its coverage of the Hillsborough disaster which cost the lives of 96 fans, will publish a free voucher to be redeemed in any one of 13,000 pubs over the Augst Bank Holiday weekend. It is estimated that more than three million free pints of Carslberg will be given away.
"This year more than ever we wanted to support British pubs with a promotion designed to drive more people through the door with the promise of a free pint on us," said David Scott, Carlsberg's head of on-trade customer marketing.
"The Sun has partnered with us and understands the aim of the promotion, to support British pubs and reward their readers, while encouraging them to go to the pub over the Bank Holiday weekend."
However, Liverpool fans have reacted furiously on fansites and messageboards at what is seen as betrayal from a company associated with the club for more than a decade.
"I am disgusted with this, it's made my blood boil. It is such a dissappointment and I think we should pull the plug on them and get them out ASAP," insisted one irate fan, while others traded information on locations to buy unsponsored shirts.
In April 1989 The Sun front page ran a story with the simple headline 'The Truth' claiming that during the Hillsborough disaster Liverpool supporters assaulted a police officer giving a fan the kiss of life, urinated on other officers and the bodies of fans and picked the pockets of victims. The Sun later described the article as, "the most terrible mistake in our history."
To this day, The Sun sells an estimated 50,000 fewer copies per day in the city.