Liverpool are in discussions over a record-breaking new shirt sponsorship deal that could net the Anfield club £80m per season
 |
| Liverpool's 2021-2022 season home shirt |
The Reds' current shirt sponsorship contract with British bank Standard Chartered comes to an end at the close of the 2022-23 season , and the Daily Mail report that all parties are said to be happy to continue with their partnership if a new agreement can be reached.
However, in order to do that Standard Chartered are likely to have to double their current £40m-a-year deal, largely due to the rapid growth of Liverpool as both a commercial and sporting enterprise in recent seasons.
The popularity of manager Jurgen Klopp and star players such as Mohamed Salah and Virgil van Dijk, plus the recent successes that the Reds have had on the pitch, means that the club's stock has rarely been higher.
Klopp's decision to commit his future to the club until 2026 will also likely be a large factor, with the hugely popular German manager having established himself as one of the leading coaches in the game during his time with the Reds.
Having won the Champions League in 2019 and the
Premier League in 2020, Liverpool are in contention for the remaining three trophies on offer this season having won the Carabao Cup back in February.
Standard Chartered signed their current deal with Liverpool at the end of the 2017-18 season, having first taken over from Danish brewery Carlsberg in 2010.
Reds owners Fenway Sports Group are said to be confident that the club's next shirt sponsorship deal will break the world record sum in football, with the Mail Online reporting that merchandise analysts claim that Liverpool currently have the highest selling shirts worldwide with the club expecting to pass the two million mark for the first time.