Sources: Liverpool agree terms of £40m+ deal
Liverpool have agreed a new shirt sleeve sponsorship deal with Expedia worth over £40million, sources have told Football Insider.
The previous agreement with the online travel company was worth around £9million per year.
It is believed that the new agreement, which will run for four years and as announced by the club last Friday, is on "improved terms".
Expedia took over as Liverpool’s shirt sleeve sponsors for both the men’s and women’s teams in October 2020. The club’s previous deal with Western Union had expired at the end of the 2019-20 season.
Impressive commercial growth has been key to the self-sustaining business model of owners Fenway Sports Group and helped lift the Merseysiders into the top bracket of the world's richest sports clubs.
Liverpool ranked third in the Premier League for commercial revenue based on data in the latest accounts submitted by the top-flight clubs with £247m for the 2021-22 campaign.
That is a £29m increase from the previous year and leaves them behind only Man United (£262m) and Man City (£316m) in terms of commercial revenue.
Liverpool last month issued its financial report for the period ending May 31, 2022, registering a profit before tax of £7.5m.
The club recorded revenues of £594.3m for last season and climbed to third in the football money league behind only Man City (£619.1m) and Real Madrid (£604.5m).
This revenue stream will continue to grow from August, with the extension of the Anfield Road end adding a further 6,000 seats to the capacity.