Liverpool in talks to complete football’s most lucrative shirt sponsorship deal worth £80m

Liverpool in talks to secure football’s most lucrative shirt sponsorship deal – worth £80m – as Standard Chartered asked to double current bid to continue with the club

  • Liverpool’s deal with Standard Chartered expires at the end of next season
  • The UK bank will have to double its offer of £40m for it to continue
  • The Reds have the best-selling shirt in football according to merchandise analysts

Liverpool are in talks to secure an £80m-a-year shirt sponsorship deal, a package that would be the most lucrative in football.

The club’s deal with Standard Chartered expires at the end of the 2022-23 season and it is understood talks to extend on improved terms have begun.

The current deal is worth £40m-a-year, but although the club and UK bank consider the deal a huge success, it is understood Standard Chartered will still have to double their bid for it to go ahead.

The club also speaks to a number of companies in financial services, travel and tourism, consumer electronics, fast moving consumer goods, media and cryptocurrency exchange and blockchain.

Liverpool are in talks with Standard Chartered to extend their shirt sponsorship deal

British bank's deal with Anfield club expires at end of 2022-23 season

British bank’s deal with Anfield club expires at end of 2022-23 season

Fenway owners are optimistic, having overseen huge progress since signing the current deal from Standard Chartered at the start of the 2018-19 season. Since then, the club has won numerous trophies, including the Champions League and the Premier League.

Liverpool have the best-selling shirt in football according to merchandise analysts, with club officials expecting sales to top two million for the first time this season.

Anfield’s feel-good factor continued this week as manager Jurgen Klopp signed a new four-year contract as the club continue to aim for an unprecedented four-fold.

Liverpool manager Jurgen Klopp's new contract has upped the feel-good factor around the club

Liverpool manager Jurgen Klopp’s new contract has upped the feel-good factor around the club

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