The new Standard Chartered sponsorship contract signed by Liverpool means they are now pushing Real Madrid close for the world’s most valuable front-of-shirt deal.
That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the renewed deal with the London-based banking and finance firm.
Liverpool announced last Thursday (14 July) that they had renewed with Standard Chartered until the end of the 2026-27 campaign, which will be the deal’s 17th season.
— Liverpool FC (@LFC) July 14, 2022
The arrangement is worth £200million over its four-year lifespan, per The Times later that day.
That figure is just £10m-a-season short of Real Madrid’s world-record £60m-a-year deal with UAE airline Emirates.
Plumley explained that the Merseysiders have done brilliantly to secure so much at a time when many potential sponsors are “tightening their belts.”
“First and foremost, it’s an enormous deal,” the Sheffield Hallam University exper told Football Insider’s Adam Williams.
“A £10m increase on the previous deal at a time when a lot of industries are tightening their belts is a fantastic achievement.
“It puts them right at the top of the Premier League. They were already there or thereabout, obviously. But now only Man United’s is higher.
“It also seem like they are hot on the heels of that Real Madrid figure, which is currently the benchmark.”
Liverpool’s commercial income for 2020-21, the last financial year on record, totalled £217.6m.
That figure is expected to rise when they release their accounts for the successful 2021-22 campaign.