According to The Times Liverpool FC have sealed the deal to end their 17 year association with Carlsberg and welcomed a lucrative new 4 year deal with the banking institution Standard Chartered.
Speculation has been growing for some while about Standard Chartered after Carlsberg’s period of exclusivity to discuss new deals ended in the summer.
From next season Standard Chartered will pay Liverpool £20M a season for 4 years to be the official club sponsor.
Liverpool’s new deal matches the world record club shirt sponsorship deal – that was signed by Man United with American financiers AON, also due to start next season.
Liverpool’s current deal with Carlsberg for instance is only worth just over £7M a year and was agreed whilst Rick Parry was still at the club.
We think it is long overdue that Liverpool got a deal that reflected the club’s enormous worldwide potential and we feel that Carlsberg have had Liverpool’s sponsorship on the cheap for years.
Your thoughts on the new sponsor?