Carling's £60m fight for new deal

Carling say they are prepared to pay up to £60 million to see off rivals Budweiser, Pepsi and Coca-Cola in the battle to retain their rights as official sponsors of the Premiership.

Although the league's asking price is twice the amount Bass Brewers - owners of the Carling lager brand - paid to renew their agreement three years ago, the title rights have become increasingly sought-after following the Premiership's new £1 billion-plus television deal.

Carling have been official sponsors of the Premiership since it was founded in 1992 when they paid £9m for the rights. Their current deal expires at the end of this season.

Stuart Cain, from Bass, said: "The sponsorship has been a good one for us and we would like it to carry on."

The Premiership are expected to make their decision by the end of this month.