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European Champions League finalists Liverpool football club today signed a ￡
160m four-year sponsorship deal with Standard Chartered Bank.
The agreement is an extension to Standard Chartered's current sponsorship of
the Premier League club, taking the partnership through to the end of the
2022/23 season.
Standard Chartered is a London-listed lender with 1,000 branches across 60
global markets.
While financial terms of the agreement were detailed as "confidential",
well-placed sources told City A.M. today's deal was on a par with Arsenal's
recent ￡200m five-year – equivalent to ￡40m a year – shirt sponsorship
renewal with Emirates.
Today's deal is a ￡10m-a-year increase on Liverpool's previous agreement
with Standard Chartered, which was reported to be worth ￡30m-a-year.
Arsenal's Emirates sponsorship, signed in February, was the club's most
lucrative ever.
Manchester United netted the Premier League's best-paid sponsorship
agreement. Its current deal with General Motors owner Chevrolet is worth ￡
53m a year.
Read more: Arsenal scores record ￡200m shirt sponsorship deal
"Our connection runs deep"
“As a club, we’re very proud to have Standard Chartered renew their
relationship for another four years. Our connection runs deep, it means more
than just sponsorship, from the outset it has been about working together
with the Club and our communities and supporters around the world," said
Liverpool's commercial chief Billy Hogan.
Importantly, it also means we are able to support our ambitions on the pitch
and compete with the best in the world. We have enjoyed many highlights of
this relationship so far and I look forward to many more.
Standard Chartered CEO 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.”