Liverpool has not yet begun exclusive talks with any company about being their future front-of-shirt sponsor but discussions in private are being started.
The Merseyside and the financial institution Standard Chartered have been sponsoring Liverpool’s shirt for over a decade and with the British multinational company’s contract ending next summer, Liverpool is on the lookout for a new suitor.
The key reason Liverpool is talking to potential partners from across the business spectrum is to understand where the market is at and what kind of value it can generate for a football club at the pinnacle of the world game and with a worldwide appeal that few can equal.
According to reports from Mail Online, in recent weeks Liverpool and Standard Chartered are in concrete talks over a potential new contract that will double the club’s salary over an estimated amount of £80 million per season.
The current deal is said to be worth roughly £40 million per season to the Reds, and it was signed in 2018, before the pandemic, and before Liverpool had properly sprung into gear and delivered a Champions League and Premier League title.
Their popularity has only risen since then, and as the club pursues a miraculous quadruple, there are few sporting clubs in the world that would have a better negotiation position.
Having said that the bitter rivals Manchester United started a new sponsorship deal with TeamViewer for a whopping £47m deal, which has been the highest among all the English giants.
📊| Top 10 teams that earn the most from shirt sponsors (as of 2021) according to @tifosy.
If recent reports are right, Atlético Madrid would get into this list and move into seventh place, right above Liverpool, Chelsea, Juventus and Lyon. pic.twitter.com/3xEW7gbcDf
— Atletico Universe (@atletiuniverse) May 2, 2022
Despite the Mancunians haven’t seen any silverware at their club for five seasons in a row there is a high opportunity that the Standard Chartered chief will be soon agreeing on a long-term contract with the FSG.
