Stefan Borson: This is how much Liverpool could earn from record-breaking sponsor deal
Liverpool are continuing to perform well commercially after agreeing multiple new deals in recent years.
Liverpool generate the third-highest commercial revenue in the Premier League after their income in that department surged from £272million in 2022-23 to £308m for 2023-24.
Arne Slot’s side’s front-of-shirt sponsorship deal with Standard Chartered makes up a significant portion of their commercial revenue.
The London-headquartered bank’s logo has appeared on Liverpool’s shirts since 2010, with their existing deal, which expires in the summer of 2027, worth around £50m a year.
It has now been revealed Liverpool could soon reach an agreement with Standard Chartered to extend their partnership.
Liverpool could agree £70m sponsor deal
Former Man City financial adviser Stefan Borson exclusively told Football Insider Liverpool’s new deal with Standard Chartered could be worth between £65-70m.
That could make it the highest front-of-shirt deal in the Premier League.
Speaking exclusively to Football Insider, Borson said: “We don’t get all the details and we don’t get the splits, but you would think Liverpool would be one of the top two or three in the Premier League.
“I think £70m feels like an achievable number, especially if it’s a three or a four-year deal, so that the value split over the next four years with inflation and everything else averages out at £70m.
“I would think that sounds about right. I mean, it’s high in global terms, don’t get me wrong, and certainly we’ve seen from Chelsea that they’ve just not been able to get anywhere near £70m.”
Man United’s deal with Snapdragon and Man City’s agreement with Etihad Airways are both reported to be worth around £60m a year.
Liverpool well placed ahead of Standard Chartered talks
Borson insisted now is currently the right time for Liverpool and Standard Chartered to extend their agreement.
“Liverpool are right now an absolutely preeminent brand in world football, so it’s not a big surprise,” said Borson.
“I guess Standard Chartered are probably like most banks and are doing quite well right now. They’re in a bit of a good spot the banks.
“In terms of the marketing cycle for Standard Chartered, it’s probably quite a good time to be having those conversations and negotiations. I think £65-70m feels about the right level.”
Liverpool generate the fourth-highest revenue in the Premier League after their turnover reached a club-record £614m in their latest published accounts for 2023-24.
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