Liverpool is in talks to secure the most lucrative shirt sponsorship deal in football - worth EUR 80 million

Liverpool’s current shirt sponsorship contract with British bank Standard Chartered will come to end at the end of the 2022-23 season. It has been reported by Mail Online that both the parties are said to be willing to renew the partnership if they reach a new consensus.

Liverpool won the Premier League in 2020, Champions League in 2019 and the Carabao Cup this year in February and the popularity of star players such as Sadio Mané, Diogo Jota, Virgil van Dijk and Mohamed Salah have resulted in the lightning-fast growth of the club. They are still in contention for the remaining three potential trophies to grab for the 2021-22 season. 

With the recent success of Liverpool combined with the high approval of manager Jurgen Klopp, Standard Chartered will have to double its current EUR 40 million deal to renew the t-shirt sponsorship contract.

Standard Chartered has been t-shirt sponsors for Liverpool since taking over from Danish brewery Carlsberg in 2010. They signed their current deal with Liverpool at the end of the 2017-18 season.

Fenway Sports Group, owners of Liverpool have full faith that the club’s next shirt sponsorship deal will break the world record for the most lucrative partnership in football. The merchant analysts claim that Liverpool currently has the top-selling shirts in the world and has forecasted that the shirt sales will most likely cross the two million mark for the first time.

Liverpool is generating a lot of interest across various sectors, with travel companies, consumer goods, cryptocurrency and blockchain providers, electronic firms and media outlets all contacting the financial services dealing with the Liverpool team regarding the sponsorship deal. It's expected that Standard Chartered will extend their partnership deal if they can afford the new price tag. However, if they can’t, there will be a lot of other companies waiting to pounce at the opportunity.

Impact of Jurgen Klopp’s new contract

The decision of German football manager Jurgen Klopp to extend his contract with The Reds until 2026 will have a huge impact on whatever deal the club ends up finalizing. Klopp has proved his worth as one of the top coaches in the game during his time at Liverpool. He is now expected to supervise the development of the next great squad for Liverpool with the recent addition of Luis Diaz, Diogo Jota and Ibrahima Konate to the Liverpool squad