Liverpool announced a new four-year deal with shirt sponsor Standard Chartered earlier this week, with another eight-figure deal yet to be negotiated.
On Thursday morning, Liverpool ended speculation of a major kit change from 2023 and extended their contract with Standard Chartered for a further four years.
The deal, which comes into effect next summer, is worth more than £50m a year, an increase of £10m on the previous deal with the financial services firm.
It came on the heels of suggestions the club could branch out into cryptocurrency with a new main shirt sponsor, and sees Standard Chartered also represent Liverpool FC Women when they promote to the Women’s Super League.
Liverpool and Standard Chartered will therefore be partners for 17 years following the conclusion of the new agreement in 2027.
There is a chance, however, that the Reds’ kits will still change to some degree from next season, with the club currently in talks over their shirt-sleeve sponsorship.
Expedia has been confirmed as the club’s 2020 round sponsor, taking over from Western Union; the previous deal, worth £5million a year, was terminated two years earlier.
The current deal pays Liverpool around £10million a year, but is due to expire in 2023.
Given their increased commercial reach and success on and off the pitch, it is highly likely that the club will demand a significant increase in these fees for any future round sponsors.
It was speculated by the Echo of Liverpoolfootball writer Dave Powell’s case in May that ‘a figure of £15-20m [would be] achievable given the current dynamism of the market.
Liverpool have made major progress at boardroom level in recent years, with Nike taking over as kit manufacturer and AXA becoming official training partners in 2020.
It remains to be seen whether Expedia will remain in partnership with Liverpool beyond next summer, but any movement on a new round sponsorship deal can be expected in the coming months.