The mention of Nike worries me - we'd have virtually identical shirts to United and the company doesn't have the best record on ethics.
More -
I forgot to mention that LFC said that although the SC shirt sponsorship was a massive deal; they claimed it was not the biggest financial offer on the table.
Apparently two seperate, relatively unknown betting companies lodged bigger bids for the shirt sponsorship but they were not considered as LFC felt it was the wrong association for the club's image and there was scepticism of where the money was coming from. Apparently they were a lot bigger deals.
Underlining the fact that the club are very precious of who they get into partnership with.
The supporters group felt LFC uphold an image of being a top top brand within the sport, therefore any branading/sponsorships that LFC enter into should only be considered with reputable top brand names.
The sponsorship partnership with Jack Wolfskin was an interesting topic as they are a relatively unknown brand who wanted larger brand awareness. LFC felt the quality of their product range was good enough to be associated with.