Liverpool close in on £70m deal | OneFootball

Liverpool Set to Secure Record £70m Shirt Sponsor Deal

Liverpool are reportedly close to finalising a record-breaking shirt sponsorship agreement worth around £70 million per season, a move that would elevate the club to the top tier of commercial revenue in world football. The proposed deal, currently being negotiated by senior figures at Fenway Sports Group, would eclipse the £60 million-a-year partnership between Manchester United and Snapdragon – long considered the Premier League’s benchmark.

Liverpool’s Commercial Ambition

The pursuit of this lucrative shirt sponsor marks another bold step in Liverpool’s ongoing commercial evolution. Since the arrival of Fenway Sports Group in 2010, the club has focused on strengthening off-field revenue streams to complement its footballing ambitions. The outgoing agreement with Standard Chartered, valued at around £50 million annually, has been one of the most stable and enduring partnerships in English football.

Standard Chartered, who first appeared on the Liverpool shirt in 2010, still hold the right of first refusal. Sources close to the deal suggest the banking giant remains keen to extend the relationship, but Liverpool’s commercial department, now among the most aggressive in the Premier League, is testing the market to gauge the value of one of the game’s most recognisable assets.

Global Appeal and New Market Potential

Liverpool’s recent trajectory under both Jürgen Klopp and Arne Slot has significantly bolstered their global standing. From continental success in the Champions League to a growing fanbase in Asia, North America, and Africa, the club’s appeal extends far beyond the city of its birth. That global reach is precisely what makes the Liverpool shirt so attractive to international brands seeking instant visibility on one of football’s biggest stages.

Industry insiders believe Liverpool’s discussions are centring around major financial institutions and technology companies. The strategy aligns with a wider trend among top clubs, where the intersection of sport, finance, and innovation continues to redefine modern football’s commercial landscape.

Competitive Edge over Rivals

Manchester United’s Snapdragon deal had set a formidable benchmark in recent years, positioning the Old Trafford side as the Premier League’s commercial heavyweight. However, Liverpool’s impending agreement could surpass that figure by a significant margin, underscoring the strength of their global brand and the club’s resilience amid an increasingly competitive sponsorship market.

The club’s hierarchy is understood to be driving this push with a clear message: Liverpool’s shirt, seen weekly by millions worldwide, commands a premium price. With record attendances at Anfield and consistently high viewing figures globally, the club is leveraging its reputation and reach to secure the most advantageous terms possible.

Financial Strength Behind Squad Investment

A deal of this scale would have tangible implications for Liverpool’s sporting operations. Recent investment in key players such as Alexander Isak, Florian Wirtz, and Hugo Ekitike illustrates the ownership’s willingness to spend strategically. A £70 million annual sponsorship would further strengthen that position, ensuring the club can continue to compete financially with Europe’s elite while maintaining sustainability.

In an era when football clubs are as much global entertainment brands as sporting institutions, Liverpool’s approach reflects both confidence and ambition. Should this agreement be completed, it will not only set a new benchmark in the Premier League but also reinforce the club’s status as one of the most commercially astute operations in modern sport.