Stefan Borson drops verdict on Amazon being Liverpool's front-of-shirt sponsor

Liverpool face an extremely difficult task of replacing Standard Chartered as the club's front-of-shirt sponsor in 2027-28.

That is according to former Manchester City financial adviser Stefan Borson, who exclusively told Football Insider that talk over no renewal at Anfield could have dire consequences.

The Reds' deal with Standard Chartered runs until the end of the 2026-27 campaign, a sponsorship understood to be worth £50million-per-year without bonuses.

Rumours suggest that Liverpool will soon have to seek a new sponsorship for the front of shirt, and the incoming consortium could have a major impact.

Fenway Sports Group (FSG) appear set to sell a 30 per cent stake to a consortium led by Amit Bhatia, also including Jeff Bezos, worth £1.35billion.

With Amazon founder Bezos worth €279bn alone, the minority owners will bring them wealth and experience, and perhaps even new sponsorship deals.

Liverpool set to lose 'very important' front-of-shirt deal

Speaking exclusively to Football Insider, Borson, however, has ruled out Amazon becoming Liverpool's front-of-shirt sponsor, despite Bezos coming aboard.

"I wouldn't think that it just means Amazon, all of sudden, go on the front of Liverpool's shirt. But we are coming up to quite an important part for Liverpool," he said.

"Standard Chartered... The deal expires at the end of season, and there is some talk that they're not renewing.

"And that's a big deal because it's a very expensive, very important front of shirt. But I wouldn't see it being Amazon on the front of shirt.

"The likelihood is that Bezos is just one of a number of very high net-worths who are in this consortium, and they have very little influence."

What portion of Liverpool will Jeff Bezos own?

Supporters are excited about the new era at Anfield, and understandably so, but Bezos' likely impact is being somewhat overstated this summer.

"It is perfectly possible that Bezos could be 1 per cent of the group. We just don't know. It might be a bit more," Borson told Football Insider.

"But the Mittal family, Amit Bhatia's wider family, is already a multi-billionaire family. I'm sure they want some support because that's the nature of these deals."

FSG will continue to make the decisions on Merseyside, with the Amazon founder simply a very small investor in the success of Liverpool Football Club.