Liverpool “have already held preliminary talks” to secure £40 million-a-year deal replacement for 2023

Liverpool are reportedly already in talks to secure their next shirt sponsor as Standard Chartered’s deal with the Reds expires in just over a year.

The Athletic’s David Ornstein reports that FSG are working to find a replacement deal with a new company to come on board to replace Standard Chartered, who have been on the front of Liverpool kits since 2010.

The deal with the multinational banking company was reportedly worth £20m-a-season but has since doubled in value.

Liverpool Standard Chartered

According to Ornstein, “The global financial services company has yet to sign up to an extension and sources have told The Athletic that it is considering channelling its resources elsewhere.”

Apparently, both Liverpool and Standard Chartered “insist” that talks are ongoing and that a final decision has not yet been reached but the Reds have reportedly “already held preliminary talks with other companies about potentially coming on board.”

FSG are looking for a deal worth more than £40million per season to agree a new deal with a new company and so it will be fascinating to see who Liverpool are partnered with from 2023 and beyond.

I’ve already seen a few supporters on Twitter jokingly suggest that the club should seek a new deal with Carlsberg, who have a fantastic history and relationship with Liverpool Football Club.

Liverpool Carlsberg mockup

It’s unlikely to imagine that coming to fruition given the money that banks, airlines and other mega-rich corporations can offer.

Liverpool are in a position to bargain like never before given their recent success under Jurgen Klopp and the faint but realistic opportunity for a quadruple to be achieved by the Mentality Monsters.

The Reds have already won the League Cup, have booked their spot in the FA Cup semifinal, are into the Champions League semifinals and are trailing Manchester City by just one point in the Premier League title race.

It has never been more exciting to be a Liverpool fan in my lifetime.

Michael Mongie
Football Central Media Group founder, owner and editor.


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