Liverpool to End Standard Chartered Deal - Club Probably With New Shirt Sponsor From 27-28
- Liverpool Seeking New Sponsor: Liverpool FC is actively looking for new front-of-shirt sponsorship opportunities starting from the 2027-28 season after Standard Chartered's exclusive negotiation period ended without a renewal offer.
- Standard Chartered's Deal Expiration: Standard Chartered, Liverpool's principal shirt sponsor since 2010, saw its exclusive renewal negotiation window close, making it likely the long-standing partnership will end after the 2026-27 season.
- Increased Sponsorship Target: Liverpool aims to secure a new main sponsorship deal worth more than £70 million annually, which is a significant increase from the current £50 million per season paid by Standard Chartered.
Liverpool FC is officially exploring new front-of-shirt sponsorship opportunities starting from the 27-28 season after Standard Chartered's exclusive renewal negotiation window closed without an offer, as per Sportbusiness.
Standard Chartered is Liverpool's second-longest-serving title sponsor; only Carlsberg has been a sponsor for one year longer.
Standard Chartered's Exclusive Liverpool Renewal Negotiation Window Expired
The British banking group has been Liverpool's principal shirt sponsor since 2010, marking one of the longest and most recognizable commercial partnerships in modern football history.
The current contract, which was extended in 2022, is set to expire at the conclusion of the 26-27 campaign and brings in roughly £50 million per season. Standard Chartered's major global Formula 1 sponsorship signed earlier this year has cast serious doubt over whether the bank will extend its 16-year stint at Anfield. While the door is not completely closed on a late proposal from the financial giant, discussions between the Reds and alternative global brands are already well advanced, as per reports.
Liverpool targets more than £70 million annually
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