Liverpool set for biggest shirt sponsorship deal in history
Suraj Radia
- 20 May 2022 21:00 BST
- 3 min read
Liverpool’s next shirt sponsorship deal could be in the region of €94 million per year making it the biggest deal of its type in football history.
The Merseyside outfit have been sponsored by Standard Chartered for the past 12 years in a deal that was worth €46m per year when it was last renewed in 2018.
However, their current contract ends next summer and, while conversations are being held to extend with Standard Chartered, Liverpool are looking for a record amount with their next deal.
A new deal of €94m would exceed the €70m paid by Emirates to Real Madrid in the current highest sponsorship package, although that contract is also up for renewal next year.
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How would Liverpool’s new deal compare with other clubs?
Currently the biggest shirt sponsorship deal for a team in the Premier League is Manchester United’s partnership with TeamViewer worth around €55m annually.
Tottenham signed the biggest deal for a shirt sponsor in Premier League history with a deal totalling €313m with AIA, although that is across eight years meaning it is only worth €39m a year.
Chelsea’s deal with Three also expires next summer and, at a value of €47m per year, it is more lucrative than Liverpool’s current deal.
Liverpool could become the first Premier League club to have a cryptocurrency exchange as their main shirt sponsor.
The Athletic have reported that the Reds have received offers from various crypto companies however any agreement would be subject to approval of the club’s supporters.
Liverpool launched a host of NFTs in April but they were poorly received by fans and could represent the sentiment on any crypto-based sponsorship in the future.
Premier League clubs are also rumoured to be considering the future of partnerships from gambling companies, with nine out of 20 teams having betting firms as their shirt sponsors
