LFC have signed a three-year extension to their deal with main sponsors Standard Chartered.
Standard Chartered name will continue to appear on LFC shirts until 2019
Liverpool FC have signed a new three year shirt deal with current partner Standard Chartered.
The move will see the global banking organisation maintain an association with Liverpool up to the end of the 2019/19 season.
The details of the contract have not been announced but the club were known to be seeking a shirt deal starting around the £30m a year mark.
Standard Chartered’s relationship with the Reds dates back to July 2010 and an initial four year deal worth £20m a year. An extension for two years was signed in 2013 with the terms confidential and that is due to run out at the end of next season.
Billy Hogan, Liverpool FC’s chief commercial officer, said: “This extension further demonstrates the great strength of our long term relationship and the success of our partnership with Standard Chartered.
“The sponsorship of the Liverpool shirt is extremely prestigious and only five brands will have adorned the shirt in the 40 years since we created the sponsorship opportunity.
“At the end of this term we will have been working in partnership with Standard Charted for almost a decade and we continue to collaborate on our shared values, passion and commitment to the community.”
The most obvious use of the partnership between the two brands has been the Seeing is Believing event – where LFC players swap the Standard Chartered logo on their shirts for the Seeing is Believing one – which has supported the Bank’s programme tackling avoidable blindness around the world and raised $340,000.
The bank says its sponsorship of the Reds has also allowed it to leverage LFC’s major social media presence to educate and share awareness on HIV/AIDS, supporting the bank’s Living with HIV programme.
Peter Sands, group chief executive for Standard Chartered, said: “Liverpool Football Club is a fantastic club and hugely popular across our global footprint.
“Over the last five years our partnership has allowed us to deepen our engagement with our customers, clients and staff, and has provided valuable support to the charitable initiatives close to our hearts. We are very pleased to be able to continue this collaboration, and look forward to what we can achieve together in the future.”
The bank has run Liverpool Legend-led soccer clinics for more than 3,500 children across 16 of their markets, and the Standard Chartered Trophy, an annual five-a-side football tournament for teams from around the world to play at Anfield.
Liverpool’s previous shirt sponsors were Hitachi, Crown, Candy and Carlsberg.
Manchester United’s current shirt deal is worth £47m a year with Chevrolet while Arsenal’s with Fly emirates is worth £30m a year.
http://www.liverpoolecho.co.uk/sport/liverpool-fc-sign-new-three-9092351
