Liverpool close in on ‘brilliant deal’ worth more than ‘£60m’
Liverpool’s new front of shirt sponsorship deal could be one of the biggest in Europe which would only be able to be matched by Barcelona and Real Madrid.
That is according to football finance expert Dan Plumley who has exclusively told Football Insider why Liverpool may be able to secure a huge new deal.
Liverpool agreed a £60million kit deal with Adidas after deciding to switch from Nike who had been their provider for five seasons.
Such deals have culminated in Liverpool being on course to beat their club record revenue, with turnover potentially breaking £700m.
Liverpool’s new Standard Chartered deal could be worth £70m
Liverpool could renew their front of shirt sponsorship deal with Standard Chartered, and speaking exclusively to Football Insider, Plumley explained the effects of the Reds securing £70m from such an agreement.
“If it is £70million it is a really good deal if you look at the wider European market and Liverpool’s certainly competed with the biggest and best clubs in that market,” Plumley said.
“The Real Madrid, Barcelona deals they’re in similar ball parks 70million euros, with Emirates and Spotify, so that’s the market you’re in. The Man United one has always been high despite their on pitch struggles and again that’s in and around the £60m to £70m mark.
“It firmly puts them in that top three or four category if it is that. And what we’ve also seen clubs doing, again Real Madrid is a good example of this is the shirt sleeve deal with HP is a significant amount as well so there’s other ways you can exploit that with other partners.
“If it is in the region of £70m it’s a brilliant deal based on the market conditions and again testament to success on the pitch. Liverpool were Premier League winners last season, a couple of really successful seasons in the Premier League, it is that which drives the value up as well as being in the Champions League and all the other things that they’re doing.”
Standard Chartered deal would show there is ‘loyalty left in football’
Standard Chartered have been front of shirt sponsors at Liverpool since 2010, and Plumley explains why the Reds may be about to stick with the British bank.
“Sometimes I think there is a bit of loyalty left in football, Standard Chartered have been with Liverpool for 15 years now and it’s obviously a long-term relationship which is working,” Plumley said.
“It is conceivable that Liverpool maybe could get a better deal elsewhere, but again if you look at the market and where the cap is it’s set where Real Madrid and Barcelona are so if someone is prepared to go higher then they’ve got to go out on a bit of a limb from a sponsorship point of view.
“For Liverpool, an increase on the previous deal which it is, they’ll think about that and go there’s a good relationship here which works and why are we trying to upset that as well.”