Jan. 20 (Bloomberg) -- Manchester United, the English and European soccer champion, says it can eclipse its 19 million- pound ($26.6 million) shirt sponsorship deal with American International Group Inc. as the club looks for new partners.

The 17-time English champion sent letters to a “select number of worldwide companies” offering them the possibility of having their names emblazoned on United’s famous red shirts, club spokesman Philip Townsend said in an interview today.

Earlier today, Sahara India Pariwar, which sponsors the Indian cricket team, confirmed that it got a letter from United commercial director Richard Arnold that inquired about the company’s interest in becoming a partner for “the world’s most iconic sports marketing tool.”

“The club is in dialogue with a select number of top companies worldwide,” Townsend said. United “has so far received sufficient interest to be confident it can improve on its current 19 million-pound annual partnership with AIG.”

AIG’s sponsorship runs until the end of the 2009-10 season. In September, the U.S. government pumped $85 billion into the insurer and took an equity stake in the company, which is unlikely to renew the United agreement.

Any new partnership will tie in with the start of the Premier League’s new broadcast contract, which is currently under negotiation. The league is also seeking to play some competitive games overseas from 2010, with many to be staged in Asia.

Millions of Followers

United has millions of followers across the continent and the club will visit Asia for the fifth time in a decade this year when it plays a series of exhibition games in China, South Korea, Malaysia and, for the first time, Indonesia.

“If you look at the world market where we’re looking to develop football as a sport, Asia is a key market for us,” United Chief Executive Officer David Gill said in an interview last week. “A lot of our commercial partners have big operations there.”

AIG and Swiss watchmaker Hublot are using their agreements with United to promote themselves in Asia. South Korea’s Kumho Tire Co. and Saudi Telecom are also sponsors.

The Times of India reported that Arnold had sent Sahara a dossier explaining the benefits of the sponsorship, which displayed pictures of United stars Wayne Rooney and Cristiano Ronaldo wearing a United jersey featuring Sahara’s logo.

Manchester United went top of the Premier League for the first time this season when it won 1-0 at Bolton three days ago.

To contact the reporter on this story: Tariq Panja in London at tpanja@bloomberg.net.

Last Updated: January 20, 2009 10:05 EST