Liverpool have today announced that the club have officially extended their deal with Standard Chartered by three years, keeping the bank’s branding on the front of their kits through at least the 2018-19 season. After replacing Carlsberg as shirt sponsor in 2010, the deal was first extended in 2013 and has now run for five years.
That last extension was set to keep them on as Liverpool’s primary sponsor through the end of next season, and there was speculation the club might look elsewhere for a new shirt sponsor starting next summer, but with both sides seeing value in the existing partnership it always seemed likeliest the two sides would negotiate a second extension.
The new deal is expected to bump the £20M per season fee the two sides agreed in 2010—and was extended in 2013—to £30M, which was the minimum fee the club were believed to be seeking in any new deal. The club have not disclosed if Standard Chartered will pay £30M starting next season or in 2016 after the existing deal was set to expire.
"This extension further demonstrates the great strength of our long-term relationship and the success of our partnership with Standard Chartered," read a club statement. "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."