{"id":888466,"date":"2026-04-12T06:43:11","date_gmt":"2026-04-12T06:43:11","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/888466\/"},"modified":"2026-04-12T06:43:11","modified_gmt":"2026-04-12T06:43:11","slug":"liverpool-working-on-70m-cash-injection-as-details-of-world-record-sponsorship-emerge","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/888466\/","title":{"rendered":"Liverpool working on \u00a370m cash injection as details of world-record sponsorship emerge"},"content":{"rendered":"<ul class=\"wp-block-list\">\n<li>Liverpool\u2019s sponsorship deal with Standard Chartered is set to expire in 2027<\/li>\n<li>The bank has been the Reds\u2019 front-of-shirt sponsors since 2010<\/li>\n<li>Club hierarchy are working on a world-record deal now<\/li>\n<\/ul>\n<p><strong>Liverpool are working on a world-record sponsorship deal as their agreement with Standard Chartered nears an end.<\/strong><\/p>\n<p>Front-of-shirt sponsors do not mean much to the average football fan, although the most ardent supporters might claim otherwise.<\/p>\n<p>Many like to identify various eras of their favourite club by the sponsors they had on their shirts, as evidenced by the Liverpool faithful thinking fondly of Carlsberg and Crown Paints.<\/p>\n<p>More importantly, the front-of-shirt sponsors inject a hefty sum of money into a club of Liverpool\u2019s stature, and that is proving extremely invaluable in an increasingly commercialised sport.<\/p>\n<p>Standard Chartered may not be as fondly thought of as the aforementioned two among the Reds supporters, but they pay the club \u00a350million every year, as well as bonuses for winning major trophies, as per their existing agreement.<\/p>\n<p>The British bank has appeared on the Merseyside-based club\u2019s shirts since 2010, with their <a href=\"https:\/\/www.liverpoolfc.com\/news\/lfc-and-standard-chartered-extend-principal-partnership-2027\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">current deal, which was agreed in 2022<\/a>, running out next year.<\/p>\n<p>When next summer arrives, Liverpool and Standard Chartered will have been associated for 17 seasons.<\/p>\n<p>That, though, will be the end of it, as there are no plans for the deal to be renewed, according to Mo Chatra.<\/p>\n<p>The football finance expert reported that the Premier League giants are working to increase the front-of-shirt sponsorship deal to \u00a370m or more.<\/p>\n<p>As things stand, Arsenal and <a href=\"https:\/\/readliverpoolfc.com\/articles\/man-city-liverpool-ratings-haaland-hat-trick-fa-cup-humiliation\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Manchester City<\/a> earn \u00a360m-a-year from their agreements with Emirates and Etihad Airlines, respectively, although includes stadium naming rights too.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">As things stand, Liverpool&#8217;s front of sport sponsorship deal with Standard Chartered will not be renewed beyond the 2026\/27 season.<\/p>\n<p>The current deal pays up to \u00a350m per annum (plus moderate bonuses for major trophies). The club is working to increase this to \u00a370m or more.<\/p>\n<p>\u2014 Mo Chatra (@MoChatra) <a href=\"https:\/\/twitter.com\/MoChatra\/status\/2041824720165683703?ref_src=twsrc%5Etfw\" rel=\"nofollow noopener\" target=\"_blank\">April 8, 2026<\/a><\/p><\/blockquote>\n<p>There are also suggestions that Etihad Airlines are paying City significantly more than the reported annual sum.<\/p>\n<p>Outside England, Real Madrid earn \u00a364m and sizeable bonuses from their deal with Emirates after it was recently extended for the 2026-27 season.<\/p>\n<p>Paris-Saint-Germain, meanwhile, are also reportedly bagging well over \u00a360m every year from their partnership with Qatar Airways.<\/p>\n<p>Liverpool have a major advantage in negotiations, as they pull the largest television viewing figures of any club in the world, even though the likes of Barcelona, Real Madrid and Manchester United boast a larger fanbase.<\/p>\n<p>Therefore, the Fenway Sports Group are \u2018bullish\u2019 about securing a front-of-shirt sponsorship deal that will bring in \u00a370m or more.<\/p>\n<p>It has become evident that Standard Chartered will not meet the Reds\u2019 expectations.<\/p>\n<p>The Anfield outfit are also seeking a new sleeve sponsorship deal worth over \u00a320m, as their agreement with <a href=\"https:\/\/www.liverpoolfc.com\/news\/lfc-and-expedia-extend-partnership-further-four-years\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Expedia, who pay them \u00a315m per annum, runs out next year<\/a>.<\/p>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n","protected":false},"excerpt":{"rendered":"Liverpool\u2019s sponsorship deal with Standard Chartered is set to expire in 2027 The bank has been the Reds\u2019&hellip;\n","protected":false},"author":2,"featured_media":888467,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[8815],"tags":[748,393,4884,179,250961,132105,16,15],"class_list":["post-888466","post","type-post","status-publish","format-standard","has-post-thumbnail","category-liverpool","tag-britain","tag-england","tag-great-britain","tag-liverpool","tag-mo-chatra","tag-standard-chartered","tag-uk","tag-united-kingdom"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/116390383196938154","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/888466","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=888466"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/888466\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/888467"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=888466"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=888466"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=888466"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}