European Champions League finalists Liverpool football club this week extended their shirt sponsorship deal with multinational banking company Standard Chartered for four years until the end of the 2022-23 season. The new Liverpool Standard Chartered shirt sponsorship deal is reported to be worth £40m / season (£160m in total over four years).
Liverpool Sign 4 Year, £40 Million / Season Standard Chartered Shirt Sponsorship Deal
The agreement between Standard Chartered and Liverpool is an extension to the current sponsorship deal. The deal is a £10m-a-year increase on Liverpool's previous agreement with Standard Chartered, which was reported to be worth £30m-a-year.
While financial terms of the agreement were detailed as "confidential". According to City A.M. the deal is on a par with Arsenal's recent £200m five-year – equivalent to £40m a year – shirt sponsorship renewal with Emirates.
Arsenal's Emirates sponsorship, signed in February, was the club's most lucrative ever. Manchester United has the Premier League's best-paid sponsorship agreement. Its current deal with Chevrolet is worth £53m a year.
“As a club, we’re very proud to have Standard Chartered renew their relationship for another four years. Our connection runs deep, it means more than just sponsorship, from the outset it has been about working together with the Club and our communities and supporters around the world," said Liverpool's commercial chief Billy Hogan.
Standard Chartered CEO Bill Winters said: “Liverpool FC is one of the world’s best-known football clubs and we are proud to be associated with them. It is a fantastic club that shares many of our values and is hugely popular across our global footprint.
"Our partnership has provided valuable support to the charitable initiatives close to our hearts and has helped us to further engage with our clients and staff as well as with LFC fans. We are excited to be able to continue this partnership, and look forward to building on our successful relationship.”
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