Liverpool Football Club have extended their relationship with banking giant Standard Chartered for the next 4 years.
The reds were the first English professional club to have a shirt sponsor when Hitachi partnered with the club 39 years ago. The sponsorship fee Liverpool received was £50,000 per year.
Fast forward 39 years and today's deal is believed to be worth £160M over 4 years, an increase of £10M a year on the existing £30M a year deal.
Liverpool's longest running shirt deal was with Carlsberg who sponsored the shirts from 1992 until 2010 when the bank took over the reigns.
In a statement the club said:
Liverpool Football Club is delighted to confirm that main sponsor, Standard Chartered, will continue to be front of shirt for the next four years.
The renewal of the deal will see the Club’s relationship with the bank extend to the end of the 2022/23 season. The partnership began in 2010 making it the second longest sponsorship deal in the history of the Club.
Bill Winters, Group Chief Executive of Standard Chartered, said:
“Liverpool FC is one of the world’s best-known football clubs and we are proud to be associated with them. It is a fantastic club that shares many of our values and is hugely popular across our global footprint. Our partnership has provided valuable support to the charitable initiatives close to our hearts and has helped us to further engage with our clients and staff as well as with LFC fans. We are excited to be able to continue this partnership, and look forward to building on our successful relationship.”