REPORTS: Kieran Maguire salutes Liverpool as ‘incredible’ £200m deal agreed

It is no surprise to see that Standard Chartered were keen to continue their relationship with Liverpool given the growth of their brand in recent years.

That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the Reds’ new deal with the London-based banking and financial services firm.

Liverpool announced on Thursday (14 July) that they had renewed the front-of-shirt agreement with Standard Chartered until the end of the 2026-27 campaign.


The Times reported on the day of the announcement that the deal, which will see the two parties extend their relationship to 17 seasons, is worth in excess of £200million over its four-year lifespan

The Merseysiders have won all there is to win under Jurgen Klopp and have done so with Standard Chartered’s branding in pride of place on their shirts.

Maguire explained that the Reds’ on-pitch success has meant they were able to demand such an “incredible” fee.


“Liverpool is a sexy brand,” he told Football Insider’s Adam Williams.

“They have an articulate and charismatic manager and they play positive, exciting football. All of these are attractive elements that a brand would want to be associated with.

“Standard Chartered have a long-standing relationship with Liverpool. They will have been keen to carry that on.



At the same time, Liverpool are in an incredible negotiating position because of the work they have done on the pitch.

“They are certainly seen as one in the top handful of clubs in the world in terms of appeal at present.”

In other news, ex-Fifa official has two major concerns as Liverpool suspension change may be in the pipeline.

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