Liverpool FC has netted the biggest shirt sponsorship deal in the club’s history by agreeing a £80m four-year contract with the Standard Chartered capital-based bank from the start of next year’s Premier League season. The deal marks the end of the £8m-a-season Carlsberg shirt deal.
The deal with Standard Chartered was signed after an exclusivity clause with Carlsberg ended, which prevented the club’s directors from talking with any other possible sponsors. Liverpool’s two previous sponsors were Candy electrical goods and Crown Paints.
The new Liverpool deal is on a par with the contract signed between Manchester United and Aon, the US financial group, earlier this year. Chelsea is involved in a £10m a year, five-year deal with Korean electronics giant, Samsung.
Manchester City signed a £8m a year, three-year deal with Etihad Airways earlier this year; Bayern Munich has a £17m a year, four- year deal with the telco, T-Home; Real Madrid has a £15m a year, four-year contract with Austrian gambling group, Bwin.com.
Juventus has a £15m a year deal over five years with Libya-based oil firm, Tamoil. Barcelona bucked the trend in not taking shirt sponsorship fees. Rather the European champions signed a five-year shirt deal with Unicef in 2006 and donates £1.5m a year.
Liverpool signs £80 million shirt deal with Standard Chartered
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