Liverpool have secured a new shirt sponsorship deal that equals the most lucrative in football history. They have signed a four year agreement with Standard Chartered, the London-based international bank, worth £80m over four years. Carlsberg had enjoyed a 17-year association with Liverpool, but was unwilling to match the £20m a season offer made by Standard Chartered. This equals the deal struck by Manchester United with Aon Corp, the American financial giant, in June.
Liverpool have secured a new shirt sponsorship deal that equals the most lucrative in football history. They have signed a four year agreement with Standard Chartered, the London-based international bank, worth £80m over four years. Carlsberg had enjoyed a 17-year association with Liverpool, but was unwilling to match the £20m a season offer made by Standard Chartered. This equals the deal struck by Manchester United with Aon Corp, the American financial giant, in June. Liverpool’s deal with Carlsberg at £7.2m a year was a figure that fell significantly short of United’s £14m income from AIG, the American insurance corporation. Catching up on the commercial front is of symbolic importance in the battle between the north-west giants.
Meanwhile, The FA has secured a sponsorship deal with Carlsberg worth about £12m annually and which makes Carlsberg the official beer of the England team, the FA Cup, and gives them exclusive rights at Wembley Stadium. Liverpool’s relationship with Carlsberg dated back to 1992, the longest of any Premiership club with a shirt sponsor. However, Carlsberg was unwilling to double its £7.2m a year payments to bring the Merseyside club in line with recent deals at Chelsea and Manchester United.
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