Liverpool already lining up repeat of new record-breaking deal - Merseyside Insider
Liverpool's 17-year association with Standard Chartered has been a driving factor in their new agreement for Turkish Airlines to become their next front-of-shirt sponsor.
That is according to former Everton chief executive Keith Wyness, speaking exclusively to Football Insider, who believes that the length of the current sponsorship shows the strength behind deals with the Reds.
Turkish Airlines are set to take over from Standard Chartered ahead of next season, with the club believing that their new £60million-a-year deal has set a new record for a shirt sponsorship in the Premier League.
Wyness believes that Liverpool will be lining up "repeat renewals" with Turkish Airlines, just as they have with their previous partners.
The Merseysiders have still had just five front-of-shirt sponsors throughout their entire history, with Turkish Airlines now set to become the sixth.
Wyness is in no doubt that Liverpool are a "plum" advertising opportunity for companies, as one of the leading clubs with a truly global fanbase.
Liverpool aiming to build relationship with Turkish Airlines
Everton’s former chief Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – believes that Liverpool will be keen to build a relationship with Turkish Airlines on an interpersonal level moving forward.
The Scottish businessman was responsible for starting Everton's long-term association with Chang back in 2004, which went on to last for 13 years.
Speaking on the latest edition of Football Insider's Inside Track podcast, he explained how repeat deals can save clubs the "hassle" of searching for new partners.
"I always think that the best predictor of the size of a deal is how long the last one was, and if it's a long period, then I think you've got a successful deal, and in this case, Standard Chartered coming in at 17 years signals a lot to sponsors that it works," he said.
"Obviously Standard Chartered have felt they've had a very good return on their investment, and it shows that the club have listened and have been a good partner in a sponsorship.
"Turkish Airlines will find Liverpool, I think, to be a very good partner in terms of their flexibility and agility in terms of trying to fit their needs, and I think they will have a long-term sponsorship.
"I mentioned before when I was at Everton, Chang was a long-term sponsor, and it's so important that you get to know your sponsor over that period of time and you listen to what they're trying to do. The staff will get to know each other, and that's so important as well.
"Turkish Airlines have got one of the plum sponsorships in global football. So hopefully it goes beyond the five years, and they renew again.
"That saves you a lot of hassle, and that's what I think is the biggest saving to keep these repeat renewals going for a long period."
Liverpool accelerate Rio Ngumoha talks
Football Insider revealed on Sunday that Liverpool are accelerating talks with Rio Ngumoha over a new contract, as they bid to fend off interest from Arsenal in the young winger.
The England international is one of Liverpool's leading assets at the moment, after bursting onto the scene in the Premier League last term.
Sources say that Liverpool have a confidence behind the scenes that the contract renewal will be completed, despite the Gunners sniffing around.
The 18-year-old notched two goals and an assist in the Premier League last season, and will be hoping to take his game to new heights in 2026-27.