Liverpool up their shirt sponsorship cash by £10m a year as they pen a £50m-per-year deal extension with Standard Chartered, opting to stick with their long-term sponsor after holding talks with cryptocurrency firms earlier this year
- Liverpool have opted to extend their sponsorship deal with Standard Chartered
- The deal will come into effect next year, and will continue through until 2027
- They have agreed a £50m-a-year extension – £10m-a-year more than their current deal
- They had previously held talks with cryptocurrency firms earlier in the year
Liverpool have extended their shirt sponsorship deal with Standard Chartered Bank until 2027.
The previous agreement between the two parties had been due to expire in May 2023, and Liverpool had held talks with cryptocurrency firms in recent months about potentially taking over from Standard Chartered next year.
However, they have now reached a four-year deal with Standard Chartered, which will come into effect next year. The new agreement is worth £50m-per-year – a major increase on their previous £40m-a-year deal. Liverpool boss Jurgen Klopp confirmed the news in a video message on the club’s official Twitter on Thursday morning.
Jurgen Klopp announced the new sponsorship deal on Liverpool’s Twitter on Thursday
Klopp held up a shirt to show that Standard Chartered will continue to sponsor Liverpool
The shirt read ’17 seasons’, which represents how long Standard Chartered will have sponsored Liverpool for when their latest agreement ends in 2027
‘Hello! I have some exciting news,’ Klopp said.
‘On behalf of Liverpool FC, I’m delighted to announce that Standard Chartered Bank will be renewing their partnership as our front-of-shirt sponsor. It’s been an incredible journey so far.’
The banking company have sponsored the Reds’ shirts since 2010, and Liverpool CEO Billy Hogan has spoken of his delight that their partnership will now continue.
‘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,’ he said.
‘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.’
Liverpool CEO Billy Hogan (L) is pleased the partnership with Standard Chartered will continue
Standard Chartered’s chief executive Bill Winters is also pleased that the company will be working with Liverpool for another five years.
‘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,’ Winters said.
Liverpool Women have also been included as part of the deal, with a commitment in place to help grow the women’s game grow by increasing participation.
The team won the Women’s Championship last term under manager Matt Beard, and they are set to return to the Women’s Super League this season.
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