From the Guardian’s Mark Sweeny :

Carlsberg has ditched a planned promotion in the Sun after a backlash from supporters of Liverpool Football Club, many of whom have never forgiven the red-top over its coverage of the 1989 Hillsborough disaster.

The beer brand, an official sponsor of Liverpool FC, had planned to run the free pint promotion in the Sun newspaper over the upcoming August bank holiday weekend.

However, the tie-up between Carlsberg and the Sun provoked a backlash from Liverpool fans and some bars and pubs, according to trade publication The Publican.

Many on Merseyside still refuse to buy the Sun because of its highly controversial coverage of the 1989 Hillsborough stadium disaster that saw 96 Liverpool fans lose their lives.

Despite the Sun’s 2004 apology for the tone of its Hillsborough coverage, many fans have held a grudge and boycott the red-top to this day.

“Carlsberg apologises for any offence caused by the planned free pint promotion in the Sun,” the brewer said in a statement.

In solidarity, I promise not to watch one minute of Fox Soccer Channel — like The Sun, a NewsCorp property —- today, mostly because the Premier League doesn’t kick off until tomorrow. But for noble reasons too (losing the remote, etc.).