Liverpool on Cusp of Record-Breaking Shirt Sponsorship Deal

    • The deal could fetch up to a record $100 million per year.
    • Liverpool's current deal with British bank Standard Chartered ends at the end of the 2022-23 season.

Liverpool FC is in talks to land a shirt sponsorship deal that could fetch a record $100 million per year, starting with the 2023-24 season.

The Premier League club’s current deal with British bank Standard Chartered ends at the end of the 2022-23 season. Standard Chartered originally paid Liverpool an estimated $25 million annually after it took over shirt sponsorship rights from Danish brewery group Carlsberg in 2010. 

  • Liverpool is in talks with finance, crypto, media, electronics, and travel companies.
  • Standard Chartered, which inked a four-year, $201 million extension in 2018, is reportedly in talks to extend their deal once again.

Being the shirt sponsor of Liverpool, a club that is valued at $4.1 billion, stands to be a lucrative venture. The team, which has the best-selling shirt in all of soccer, projects shirt sales to surpass 2 million for the first time this season.

Top Deal in Soccer 

Liverpool, owned by Fenway Sports Group, would reset the market with its potential new sponsorship deal. The club would surpass La Liga’s Real Madrid, which has a deal with airliner Emirates worth $83 million a year from the 2017-18 season through 2021-22.

Manchester United ranks just behind Real Madrid in a deal with TeamViewer worth $65 million a year. Its deal with the German computer software company runs from 2021 through 2026.