When Liverpool went on what was described as a "fishing exercise" earlier this year to try and find out the strength of the sponsorship market, they engaged with a number of firms from a variety of different industries.
With their front of shirt sponsorship deal with long-standing partner Standard Chartered approaching the final stretch of its most recent deal, and with the club keen to find out just what such a prime sponsorship space would fetch in the post-COVID market, Liverpool spoke with firms from the media, travel and tourism, financial and electrical goods sectors before eventually extending their deal with Standard Chartered for a further four years at a value understood to be worth more than £50m per season.
But also part of those conversations were firms from the cryptocurrency sectors, the club having engaged with a couple of firms during their search. The talks never amounted to anything and Liverpool went in another direction, but it was hard to ignore an industry that at the time, post pandemic, was flush with fresh capital and willing to spend big money to gain brand recognition.
