Liverpool extend shirt sponsorship with Standard Chartered

Liverpool have signed a three-year extension to their shirt sponsorship contract with the British bank and financial services company Standard Chartered.

Screen shot 2015-04-21 at 21.44.18

It means that the bank’s logo will continue to appear on the club’s shirts until May 2019. Liverpool have not reported the value of their new contract with Standard Chartered, who have sponsored their shirts since 2010.

However, they were seeking a kit deal worth around £30m a year.

Billy Hogan, Liverpool’s chief commercial officer, told Liverpool’s website: “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.”

Liverpool’s shirts were first sponsored by Japanese electronics company Hitachi in 1979.

Lancashire-based manufacturer Crown Paints took over in 1982, to be replaced by Italian domestic appliance firm Candy in 1988.

Danish brewers Carlsberg remain Liverpool’s longest-serving shirt sponsor, a partnership that ran from 1992 to 2010.