Liverpool to bank estimated £50m a year with extended Standard Chartered deal

July 14 – Liverpool have extended their Standard Chartered Bank shirt sponsorship deal by four years. 

The new deal will run through until the end of the 2026-27 season, extending the partnership to 17 years. The extension is reportedly worth £50 million per year, a £10 million increase on the previous deal. In 2010, Standard Chartered succeeded Carlsberg as the club’s shirt sponsor.

In recent months, Liverpool was understood to be in negotiation with other potential sponsor, including cryptocurrency firms, but ultimately the Merseyside club extended with Standard Chartered.

“This is a hugely significant partnership for LFC and I could not be prouder to confirm a four-year extension to our already long and successful partnership with Standard Chartered,” said Liverpool CEO Billy Hogan.

“We have been on an incredible journey together and Standard Chartered’s support has been a key driver in our most recent successes, both on and off the pitch, with their loyalty and commitment to Liverpool Football Club.

“Our partnership has been able to thrive because of our shared values and we look forward to continuing to work together to help and support our communities and supporters around the world.”

The partnership also covers Liverpool Women with a commitment to help increase participation in the women’s game.

Standard Chartered’s group chief executive Bill Winters said: “When we partnered with Liverpool FC in 2010 we could not have imagined the success of both the partnership and of the club.

“Liverpool FC has been a true partner and, as one of the world’s best-known football clubs, we are proud to be associated with them. We are delighted to be continuing our partnership for the next four years and look forward to building on our already successful relationship.”

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