Liverpool FC and Standard chartered have come to an agreement to extend their contract as Liverpool’s primary shirt sponsor. They both have extended the deal for 4 more years.
There have been many iconic shirt sponsors in the past. Like bWin for Real Madrid, Qatar Airways for Barca, and Carlsberg for Liverpool.
When people think of Vintage Liverpool they think of Carlsberg. And when they think of Klopp’s Liverpool, everyone thinks of Standard Chartered. Such has been the impact of the branding and recognition among the parties
Liverpool extends deal with their Primary Shirt Sponsors Standard Chartered
Liverpool’s contract with the British global financial services corporation, which took over for Carlsberg as the Reds’ shirt sponsor in 2010, was set to expire at the conclusion of the 2022–23 season.
Liverpool and Standard Chartered had previously agreed to a four-year extension, which went into effect in 2019. It saw the contract’s annual value increase from £20 million to £40 million.
Liverpool reportedly looked for new sponsors in the spring since the two parties first found it difficult to agree on a new contract.
Liverpool apparently explored cryptocurrency companies as potential front-of-shirt sponsors. But the Merseyside club will extend its relationship with Standard Chartered for a further four years.
Liverpool CEO Billy Hogan told the official Reds website:
“This is a hugely significant partnership for LFC and I could not be prouder to confirm a four-year extension to our already long and successful partnership with Standard Chartered.
We have been on an incredible journey together and Standard Chartered’s support has been a key driver in our most recent successes, both on and off the pitch, with their loyalty and commitment to Liverpool Football Club.
Our partnership has been able to thrive because of our shared values and we look forward to continuing to work together to help and support our communities and supporters around the world.”
Standard Chartered group chief executive Bill Winters added:
“When we partnered with Liverpool FC in 2010 we could not have imagined the success of both the partnership and of the club.
Liverpool FC has been a true partner and, as one of the world’s best-known football clubs, we are proud to be associated with them. We are delighted to be continuing our partnership for the next four years and look forward to building on our already successful relationship”
Liverpool stars came together to announce the new deal in a video on social media on Thursday morning. Manager Jurgen Klopp was seen showing his excitement and delight in the deal.
Defenders Virgil Van Dijk and Andy Robertson were also really happy regarding the whole extension news. Moreover, they showed their appreciation for the investment SC has done over Liverpool FC. The Reds fans will be hoping that this new deal brings in some good fortune to the club.