Sources: Liverpool in talks over £50m-a-year deal
Liverpool are targeting a new shirt sponsor deal worth more than £50million-a-year, Football Insider understands.
The quadruple chasers are in talks with a number of companies about potentially replacing Standard Chartered, whose £40m-a-year deal ends in 2023.
A finance source has told Football Insider that Liverpool are testing the market as they seek a big uplift on the current agreement with global financiers Standard Chartered.
Anfield chiefs are convinced the club are well placed to secure a club-record shirt sponsor agreement given their huge global appeal and Premier League and Champions League success of recent years.
The biggest ever football shirt sponsorship deal was Man United’s previous £64m-a-year agreement with Chevrolet, which ended last year.
United were unable to match those terms when they agreed a new five-year deal with technology firm TeamViewer.
Liverpool have been partnered with Standard Chartered since 2010 when they replaced Danish brewery Carlsberg.
They have won six major honours in that time and the value of the deal has doubled from £20m across several extensions.
Their three primary sponsors besides the London-headquartered firm are Nike, Expedia and AXA.
The Merseysiders recorded revenue of £487m for the 2020-21 financial year, of which £217.6m came from the commercial department.
They recently made their first foray into the world of blockchain technology, selling £1.1m worth of NFTs at a virtual auction with Sotheby’s.
But club chiefs are unlikely to follow the majority of Premier League clubs in establishing a cryptocurrency sponsorship deal.
Liverpool canvassed fans on their opinions on crypto earlier this year and received broadly negative results.
In other news, Jurgen Klopp decision “paying dividends” for Liverpool after what pundit has “seen” from Sadio Mane.