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Monday, May 20, 2024

Liverpool Extends Shirt Deal, Worth $59M Per Year

  • The four-season renewal will run through the end of the 2026-27 season.
  • The deal also includes rights to the club's women’s team.
Liverpool FC

Liverpool FC is renewing its shirt sponsorship pact with British bank Standard Chartered in a deal worth more than $236.8 million or $59.2 million annually, according to The Times. 

Standard Chartered first secured shirt sponsorship rights to Liverpool in 2010, taking over for Danish brewery group Carlsberg. The bank’s current deal with the Premier League club — worth an estimated $24 million per year — ends at the end of the 2022-23 season.  

  • The four-season renewal will run through the end of the 2026-27 season.
  • It will mark a 17-year relationship between Liverpool and Standard Chartered.
  • Standard Chartered is only the fifth company to land Liverpool shirt sponsorship rights.
  • The deal also includes rights to the club’s women’s team. 

Standard Chartered competed with companies in finance, crypto, media, and travel for sponsorship rights to Liverpool — the fourth-most valuable soccer club in the world at $4.5 billion.

Liverpool, which has the best-selling shirt in all of soccer, projects shirt sales to surpass 2 million for the first time this season. 

Not Alone 

Owned by Fenway Sports Group, Liverpool joins several European soccer clubs with new shirt deals. 

In June, Paris Saint-Germain secured a deal with Qatar Airways worth as much as $72 million per year. The same month, AC Milan extended its pact with Puma for $31.5 million over five years.

On Tuesday, Atlético Madrid confirmed a multiyear pact with cryptocurrency exchange platform WhaleFin worth $42.3 million annually, per 2Playbook.

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