Liverpool 'in advanced talks' over new shirt sponsor deal - expert

Liverpool's owners should have no concerns securing a new front-of-shirt sponsor as Standard Chartered's deal comes to a close.

That is according to former Manchester City financial adviser Stefan Borson, who exclusively told Football Insider that the Reds will have a deal in place months before the 2027-28 season kicks off.

Standard Chartered became the Reds' front-of-shirt sponsor in 2010, agreeing a deal understood to be worth £80million over four years, making it one of the most expensive sponsors at the time.

The multinational bank company have since extended the partnership multiple times, but it now looks set to expire at the end of 2026-27.

It is also understood that Liverpool's exclusivity negotiation with Standard Chartered has now expired, meaning that the clubs can seek new sponsorship agreements.

There is still a chance for the sponsor to return with a new deal, but it seems far more likely that Liverpool kick off the 2027-28 campaign with a new front-of-shirt.

Liverpool 'already quite advanced' in new sponsorship talks

Speaking exclusively to Football Insider, Borson believes that a new deal for the Merseyside giants may already be close at Anfield.

"I don't think it's a concern or a shock. I think it's been well known that Standard Chartered were not going to renew," he said.

"The plan should be months and months before, to run a process, if you can get two or three people bidding against each other, and then choose somebody.

"And you do it all in advance of March time. This is so when you send it off to China to get it printed, they're on the shirts. All announcements and features are planned.

"You want to do it months in advance. And that's what Liverpool are going to try and do now. So Liverpool probably already had conversations, depending on what the exclusivity looks like.

"They've probably already bedded in the seed that the front of the shirt's going to available. And they're probably already quite advanced with some of the potential partners.

"The size of the club means that they shouldn't have the issue that some of the others have had."

Could Amazon become Liverpool's front-of-shirt sponsor?

With Jeff Bezos, worth £269billion, coming aboard as a minority owner at Anfield, supporters have already floated the idea of using his connections.

It has already been suggested that Amazon could become the Reds' next front-of-shirt sponsor, but that has been quickly squashed by Borson.

Discussing the rumours, he downplayed the chances of Amazon's name being plastered across Anfield, with Bezos just one of multiple new investors this summer.

Supporters could certainly be about to see more of Bezos, given his investment at Anfield, but others are likely to have a bigger impact in the near future.