{"id":336675,"date":"2025-08-11T21:04:13","date_gmt":"2025-08-11T21:04:13","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/336675\/"},"modified":"2025-08-11T21:04:13","modified_gmt":"2025-08-11T21:04:13","slug":"liverpool-could-bank-198m-from-all-new-shirt-sponsor-as-fsg-ready-standard-chartered-gambit","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/336675\/","title":{"rendered":"Liverpool could bank \u00a3198m from all-new shirt sponsor as FSG ready Standard Chartered gambit"},"content":{"rendered":"\n

In a summer where Liverpool are threatening to twice break the British transfer record, it is telling that the club\u2019s commercial business has still attracted huge interest.<\/strong><\/p>\n

The new partnership with Adidas may not have generated quite as many column inches as the Alexander Isak saga or Google hits as the Florian Wirtz signing, but the kit deal has been a phenomenon in its own right.<\/p>\n

The deal could be worth up to \u00a31bn to Liverpool<\/a> over the course of its 10-year contract and broke several sales records before its first competitive outing, against Crystal Palace in the Community Shield. But could the Adidas-made kits soon feature a new front-of-shirt sponsor?<\/p>\n

\"APhoto by Robbie Jay Barratt \u2013 AMA\/Getty Images<\/p>\n

Fans associate certain eras in their history with particular sponsors. And when Liverpool<\/a> supporters look back on the Standard Chartered era, it will be with great fondness.<\/p>\n

It\u2019s a quirk of modern football that supporters can have an emotional reaction to the logo of a multinational banking giant \u2013 but that is by design, not by accident. Standard Chartered have paid to be associated with an elite team, with all the trappings of prestige, global exposure, and tribal loyalty that come with it. That doesn\u2019t come cheap.<\/p>\n

The latest iteration of the Standard Chartered deal<\/a>, which has now been active since 2010, is worth in excess of \u00a350m per year to Liverpool. When it was first signed 15 years ago by Tom Hicks and George Gillett\u2019s regime, the headline figure was around \u00a320m. Like everything FSG<\/a> have touched at Anfield, the front-of-shirt sponsorship has turned to gold.<\/p>\n

Every Liverpool sponsor<\/p>\n\nStandard Chartered<\/td>\nAdidas<\/td>\nAXA<\/td>\nExpedia<\/td>\nCarlsberg<\/td>\n<\/tr>\n\nEA Sports<\/td>\nEC Markets<\/td>\nExtreme<\/td>\nGoogle Pixel<\/td>\nHusqvarna<\/td>\n<\/tr>\n\nJapan Airlines<\/td>\nKodansha<\/td>\nLucozade<\/td>\nOrion Innovation<\/td>\nPeloton<\/td>\n<\/tr>\n\nStrauss<\/td>\nUPS<\/td>\nVisit Maldives<\/td>\nWasabi<\/td>\nCadbury<\/td>\n<\/tr>\n\nCoca-Cola<\/td>\nInterwetten<\/td>\nLadbrokes<\/td>\nSportium<\/td>\nNivea Men<\/td>\n<\/tr>\n

Under the ownership\u2019s self-funding model, commercial income is reinvested in Arne Slot, Richard Hughes and Michael Edwards\u2019 playing budget. So when Fenway Sports Group next come to negotiate with Standard Chartered, it will be a seismic moment.<\/p>\n

The partnership was last renewed in 2022 and is valid until the end of the 2026-27 season. That is the blink of an eye for FSG, who like to model revenue and other financial metrics several years in advance.<\/p>\n

The two parties therefore will already be in negotiations. And while the agreement has been an unequivocal success for both, Liverpool will have options aplenty besides the London-headquartered bank. If they got a significantly better offer, they would take it.<\/p>\n

But how likely is that? And what might the financial impact?<\/p>\n

Liverpool entitled to \u2018ask for more money\u2019 from Standard Chartered<\/p>\n

Much of Standard Chartered\u2019s business is in East Asia, and Liverpool\u2019s visit to Japan and Hong Kong<\/a> this summer reflected that.<\/p>\n

The brand lent its name to the Standard Chartered Trophy, which saw Slot\u2019s team beaten by 4-2 AC Milan in late July, for example. <\/p>\n

\u201cAs the main club partner of Liverpool Football Club and the main sponsor of the Standard Chartered Trophy \u2013 Hong Kong, we are thrilled to bring the Reds back to Asia this July,\u201d said Mary Huen, CEO of Standard Chartered\u2019s Hong Kong office.<\/p>\n

\n

New season. New kit. Same ambition and determination to succeed.<\/p>\n

As Main Club Partner of @LFC<\/a>, we welcome the launch of their new 2025\/26 season kit, developed with @adidasfootball<\/a>.<\/p>\n

The club has concluded its pre-season Summer Tour in Hong Kong and Japan, and is preparing for\u2026 pic.twitter.com\/s34bRhrpox<\/a><\/p>\n

\u2014 Standard Chartered (@StanChart) August 1, 2025<\/a><\/p><\/blockquote>\n

View Tweet<\/p>\n

\u201cAt Standard Chartered, partnerships are in our DNA. We are therefore delighted to present this event with our long-term partner Liverpool FC \u2013 one of the world\u2019s most successful football clubs \u2013 in our bank\u2019s hugely important market, Hong Kong.<\/p>\n

\u201cThis will offer local fans of the Reds, including our clients and colleagues, the extraordinary experience of watching the game in person. We look forward to seeing a full Kai Tak Stadium cheering on Arne Slot and the team.\u201d<\/p>\n

These are the kinds of tie-ins which sponsors are increasingly looking for in order to justify the soaring value of partnering with a club like Liverpool. See also: the Standard Chartered-branded Player of the Month award, half-time penalty shootout, and Reds Roundtable series.<\/p>\n

\u201cStandard Chartered have been beneficiaries of Liverpool\u2019s success over the course of the last decade,\u201d says Liverpool University football finance lecturer Kieran Maguire, speaking exclusively to TBR Football<\/strong>. <\/p>\n

\u201cWith Liverpool being extremely popular in Asia, you can see the benefits for both parties if the relationship is extended. I\u2019m sure Standard Chartered would like to have a long-term relationship reinforced, so it really comes down to an issue of price. <\/p>\n

\u201cLiverpool know they can extract maximum value from their brand going forwards, and Standard Chartered have to decide whether they can meet the asking price that Liverpool will easily be able to generate from other interested parties. <\/p>\n

\u201cOn the back of the success they have had to date, they can ask for more money than in the previous set of negotiations. I don\u2019t think there\u2019s any doubt about that.\u201d<\/p>\n

FSG could extract \u00a316m extra revenue per year from sponsor<\/p>\n

So how much are Liverpool\u2019s front-of-shirt rights worth, whether it is to Standard Chartered or a fresh partner?<\/p>\n

According to the insights firm The Sponsor, Liverpool\u2019s \u00a350m-a-year deal could actually fetch closer to \u00a366m. Over a minimum deal length of three years, that\u2019s \u00a3198m, up from \u00a3150m in the current term. <\/p>\n

Of course, the \u00a350m headline figure should probably be taken with a pinch of salt. Liverpool tend to be conservative when it comes to projecting the value of their sponsorships. And in actuality, any deal would likely run for significantly longer than three years. <\/p>\n

In 2024-25, for example, it\u2019s likely that performance-related bonuses and other step-ups will have been activated and taken the value of the deal beyond \u00a350m.<\/p>\n

In total, Liverpool\u2019s commercial income in the last financial year was \u00a3308m.<\/p>\n

\"ChartLiverpool commercial income after FSG takeover<\/p>\n

Credit: Adam Williams\/TBR Football\/GRV Media<\/p>\n

In the Premier League, that was only bested by Manchester City, while Paris Saint-Germain, Barcelona, Real Madrid and Bayern Munich were slightly higher at the global level.<\/p>\n

With TV income generally plateauing across the industry, owners are looking to maintain their competitive advantage with cash from sponsorship, retail and events.<\/p>\n