Liverpool accepted a lower base fee from kit manufacturer Nike in order to earn a higher percentage of money from shirt sales.
That is according to Kieran Maguire, speaking exclusively to Football Insider after The Athletic reported that Liverpool’s deal with Nike does not include a penalty clause if they fail to qualify for the Champions League.
The sportswear giant does, however, have a clause that will trigger a base fee decrease if Liverpool fail to qualify for a second consecutive year.
Liverpool currently earn £30million a year from Nike as part of their multi-year agreement.
Maguire stresses that Liverpool are an attractive proposition for sponsors and that they have been smart to engineer a different sort of arrangement with Nike.
He told Football Insider correspondent Adam Williams: “Clubs are normally on seven per cent. You agree a fee and then, as far as the Premier League is concerned with likes of Adidas and Nike and so on, you get seven per cent on top of the fixed amount.
“For Liverpool, they have accepted a lower fee and they get 20 per cent.
“I think their deal is very good value. They have huge exposure in Asia and other markets across the world. Standard Chartered are an Asian-based bank and that’s part of the reason they sponsor the Liverpool kit.
“They know they are getting fantastic exposure for sponsoring Liverpool.”
Liverpool won the league with 99 points last season but are struggling in 2020-21 amid a barrage of injuries.
They are currently 8th in the league table, eight points outside the top-four.