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Standard Chartered has extended its shirt deal agreement with Liverpool by a further four years with a ‘significant rise’ in the sponsorship value.
The financial services company has been Liverpool’s main sponsor since first signing up in 2010 and the value of the deal has grown significantly since with the most recent renewal in 2018 worth around £40m per year to the club.
The current deal was set to expire at the end of the 2022-23 campaign and, while the Reds had numerous discussions with other firms from a variety of industries, they and Standard Chartered, who had an option to extend the partnership, have committed to a further four years that will take the total length of the deal to 17 seasons, up until 2026-27.
There has been no official value placed upon what the new agreement is worth but according to the ECHO, having had conversations with other prospective sponsors in a bid to find the current strength of the market and where the value of their sponsorship should lie in comparison to rivals at home and abroad, the Reds have received a major uplift to achieve their goal of ensuring that they are on par with the very biggest clubs.
“It’s fantastic news,” Liverpool CEO Billy Hogan told the ECHO. “We are incredibly happy to renew with Standard Chartered. It has been a great relationship. We are entering our 13th season as partners with them and this will take us to 17. We couldn’t be happier to renew with them.”
This article was updated 1 year ago