- Liverpool’s sponsorship deal with Standard Chartered is set to expire in 2027
- The bank has been the Reds’ front-of-shirt sponsors since 2010
- Club hierarchy are working on a world-record deal now
Liverpool are working on a world-record sponsorship deal as their agreement with Standard Chartered nears an end.
Front-of-shirt sponsors do not mean much to the average football fan, although the most ardent supporters might claim otherwise.
Many like to identify various eras of their favourite club by the sponsors they had on their shirts, as evidenced by the Liverpool faithful thinking fondly of Carlsberg and Crown Paints.
More importantly, the front-of-shirt sponsors inject a hefty sum of money into a club of Liverpool’s stature, and that is proving extremely invaluable in an increasingly commercialised sport.
Standard Chartered may not be as fondly thought of as the aforementioned two among the Reds supporters, but they pay the club £50million every year, as well as bonuses for winning major trophies, as per their existing agreement.
The British bank has appeared on the Merseyside-based club’s shirts since 2010, with their current deal, which was agreed in 2022, running out next year.
FSG want £70m+ for new sponsorship deal
When next summer arrives, Liverpool and Standard Chartered will have been associated for 17 seasons.
That, though, will be the end of it, as there are no plans for the deal to be renewed, according to Mo Chatra.
The football finance expert reported that the Premier League giants are working to increase the front-of-shirt sponsorship deal to £70m or more.
As things stand, Arsenal and Manchester City earn £60m-a-year from their agreements with Emirates and Etihad Airlines, respectively, although includes stadium naming rights too.
There are also suggestions that Etihad Airlines are paying City significantly more than the reported annual sum.
Outside England, Real Madrid earn £64m and sizeable bonuses from their deal with Emirates after it was recently extended for the 2026-27 season.
Paris-Saint-Germain, meanwhile, are also reportedly bagging well over £60m every year from their partnership with Qatar Airways.
Liverpool bullish over new sponsorship deal
Liverpool have a major advantage in negotiations, as they pull the largest television viewing figures of any club in the world, even though the likes of Barcelona, Real Madrid and Manchester United boast a larger fanbase.
Therefore, the Fenway Sports Group are ‘bullish’ about securing a front-of-shirt sponsorship deal that will bring in £70m or more.
It has become evident that Standard Chartered will not meet the Reds’ expectations.
The Anfield outfit are also seeking a new sleeve sponsorship deal worth over £20m, as their agreement with Expedia, who pay them £15m per annum, runs out next year.
