Kieran Maguire: Liverpool have Jurgen Klopp to thank for source’s £50m reveal – ‘It’s exquisite’
Liverpool are in a position to demand a £50million-a-year shirt sponsor deal because of their “exquisite” style of play instilled by Jurgen Klopp.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the Merseysiders’ commercial pulling power.
Standard Chartered replaced Danish brewery Carsleberg as Liverpool’s front-of-shirt partner back in 2010, with the deal then worth £20m per year.
The commercial link-up with the London-based finance company has more than doubled in value across several extensions in the years since.
But a Liverpool source told Football Insider today (22 April) that they are in talks with several firms about potentially replacing Standard Chartered.
It is understood that a new deal could be worth north of £50m per season, which would represent a new record for the club.
Maguire claims that the football played by Liverpool, who are in the hunt for an unprecedented quadruple, is central to their negotiating position.
“Liverpool as a brand could hardly be more successful,” he told Football Insider‘s Adam Williams.
“The football they are playing is exquisite and attractive to sponsors as much as it is to viewers.
“That means that you are going to get more eyes on your product across all forms of media.
“They are in a prime position to extract maximum dollar for delivering those eyeballs on the product.”
Liverpool recorded revenue of £487m for the 2020-21 financial year, of which £217.6m came from the commercial department.
Klopp’s side, who trail Man City by a single point in the Premier League title race, take on rivals Everton on Sunday (24 April)
In other news, Liverpool could sign next Andy Robertson after what pundit has heard.