Wednesday September 27, 2023
The Best Employers in Sports Survey is Now Open!

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
Front Office Sports Today

Writer’s Strike End a Boon for Sports Networks, Agencies

We delve into the potential long-term impact of the five-month strike.
Listen Now
September 26, 2023 | Podcast
Linkedin
Copy Link
Link Copied
Link Copied

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.

Linkedin
Copy Link
Link Copied
Link Copied

What to Read

NFL's Swift Mania Starting To Show Impact Through Merch Sales, Viewership

Taylor Swift stole the NFL's spotlight by attending Sunday's Chiefs game.
A view of a Manchester United badge on the corner flag.

Ratcliffe Reworking Bid To Buy Manchester United

It is still unclear whether the Glazers will sell the club.
First Take vs. FS1

Sharpe: 'First Take' Would Still Beat 'Undisputed' Without Stephen A.

Even if Smith leaves, Sharpe said he will still beat Skip Bayless in the ratings.
Rob-Manfred-MLB

Oakland-MLB Relationship Devolves Into Next-Level Toxicity

Commissioner, mayor have very different accounts of July meeting
podcast thumbnail mobile
Front Office Sports Today

Writer’s Strike End a Boon for Sports Networks, Agencies

0:00
0:00

Featured Today

Jacksonville Jaguars Team President Mark Lamping addressed community members at Strings Sports Brewery on Main Street for the first of 14 planned town hall sessions to present the team's plans for the new "stadium of the future" complex and address the public concerns.

Jacksonville Jaguars President Walks Back Stadium ‘Threat’

"Viewing those comments as a threat to leave Jacksonville isn't correct."
Chatri Sityodtong
September 25, 2023

ONE Championship's Quest To Challenge Rival UFC Through U.S. Expansion

Leveraging its Amazon deal, ONE Championship seeks to expand in U.S.
Savannah-Bananas
September 24, 2023

Savannah Bananas Break All The Rules To Hit The Mainstream

Team concludes 2023 tour with even-bigger plans for next year
Deion Sanders with The Rock on ESPN's "College GameDay."
September 23, 2023

Deion Sanders Generated $45M In Earned Media For Colorado

From Sept.1-22, Sanders generated $45.7M for the public university.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
Chicago
Fanatics
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations
WWE-Wrestling-Ring

Panini Picks Up Legal Win, Will Still Make WWE Trading Cards

New York judge denies WWE's bid for restraining order
September 25, 2023

Hollywood Writers' Deal Would Boost Sports Networks and Agencies

Several major sports media entities, talent agencies exposed to strike's effects
September 21, 2023

TKO Makes First Big Move After WWE-UFC Merger

Investors drop TKO shares by 15% following SmackDown rights deal
Deion Sanders
September 19, 2023

Deion Sanders' Sunglass Tiff Nets Eyewear Company Nearly $4.5 Million

Sanders has Midas touch for sunglasses sponsor Blenders.
September 15, 2023

Goldman Sachs Opens Door For Clients To Invest In Sports Teams

Firm initiative opens new opportunities for wealthiest clients
An Everton player displays shirt sponsor Stake.com, a gambling company, during a match.
September 15, 2023

Everton Acquisition By 777 Partners Extends U.S. Presence in Premier League

American entities now control half of Premier League clubs
September 12, 2023

TKO $21B Merger Closes With Aggressive Ambitions

Newly created company looks to accelerate existing growth trajectory
CAA
September 7, 2023

Pinault Completes Landmark $7B Acquisition Of CAA

Major talent agency now in control of French billionaire