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Reds seeking improved contract on sponsorship deal

Liverpool reportedly looking to double current kit sponsorship deal

May 5, 2022 By Michelle Bonsu
The English giants, who are on course to potentially win an unprecedented quadruple, are aiming for improved terms on their already-existing sponsorship deal.

Currently going strong in four competitions, Liverpool are on course to potentially win what would be an unprecedented quadruple in English football. So far, Jurgen Klopp's men have already won the EFL Cup after beating Chelsea 11-10 during a tense penalty shoot-out. They will face a rematch against the Blues in the FA Cup final on May 14th, and are just one point behind Manchester City in the race for the Premier League title. In addition, there's a mouth-watering showdown in this season's Champions League final on the cards, which will see the Reds look to take revenge on Real Madrid for their 2018 defeat.

Off the pitch, Liverpool have also been quite busy as well, namely when it comes to negotiating their sponsorship deals. British banking corporation Standard Chartered has been the Reds' shirt sponsor for well over a decade, and now, according to English reports, Liverpool are looking to get an improved deal.

The English giants' current arrangement runs through the end of the 2022/23 campaign, and is worth approximately $201 million (£160 million). As this was signed as a four year deal, this averages out to about $50.2 million (£40 million) per season.

Liverpool are apparently seeking a vastly improved deal that will see them double their earnings from this arrangement, and thus will earn them about $100 million (£80 million) each season.

As per the same report, Liverpool's stance on wanting improved terms comes from the fact that their kits are among the most sold globally, with some estimates putting sales at over 2 million during the current fiscal period.

If the deal does go through, it will be the most expensive in world football. Real Madrid, Liverpool's upcoming opponents in this year's Champions League final, currently make about $73.6 million per annum from their current arrangement with Emirates. 

 


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