Liverpool nets new deal with main sponsor

English Premier League football club Liverpool has signed a four-year extension to its partnership with financial services company Standard Chartered, its main sponsor.

The deal will run until the end of the 2022-23 season. Standard Chartered first teamed up with Liverpool in 2010 and the partnership is the second-longest sponsorship deal in the club’s history.

Financial terms of the agreement were not disclosed but the City A.M. newspaper reported that the deal would be worth as much as £160m (€183m/$214m) over four years. Standard Chartered’s branding will continue to feature on the front of Liverpool’s shirts.

Standard Chartered serves as the presenting partner of the LFC World experience, which brings together Liverpool fans from across the world and has visited Hong Kong, Singapore, Kuala Lumpur, Shanghai, Mumbai, Jakarta and Dubai over the past two seasons. The company has also donated nearly 500 match tickets to the local community through the Red Neighbours programme.

Standard Chartered chief executive Bill Winters 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.”