Your morning Liverpool headlines on Thursday, July 14.
Liverpool sign new Standard Chartered shirt deal at 'much higher' value
Liverpool have achieved a 'significant rise' in the value of their main sponsorship deal after current front-of-shirt sponsor Standard Chartered extended its agreement with the club by a further four years.
The financial services company has been Liverpool's main sponsor since first signing up in 2010 and the value of the deal has grown significantly since with the most recent renewal in 2018 worth around £40m per year to the club..
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The current deal was set to expire at the end of the 2022-23 campaign and, while Liverpool had numerous discussions with other firms from a variety of industries, they and Standard Chartered, who had an option to extend the partnership, have committed to a further four years that will take the total length of the deal to 17 seasons, up until 2026-27.
There has been no official value placed upon what the new agreement is worth but the ECHO understands that, having had conversations with other prospective sponsors in a bid to find the current strength of the market and where the value of their sponsorship should lie in comparison to rivals at home and abroad, the Reds have received a major uplift to achieve their goal of ensuring that they are on par with the very biggest clubs.
To read the full story, click here.
Liverpool set for Champions League boost as £1.7bn deal lined-up
Success in the Champions League has been a regular feature for Liverpool in recent seasons.
Winners in 2019 and beaten finalists in 2018 and 2022, the Reds have been a force to be reckoned with on the European stage, their ability to go deep into the tournament ensuring that they have bagged themselves in the region of £400m since 2018 when prize money, co-efficient payments, TV market pool money and matchday revenues have all been included.
It has been one of the cornerstones of owners Fenway Sports Group in trying to grow the club to be both successful and sustainable, with one helping to lift up the other and vice versa.
And from 2024, when UEFA launches its reformed 'Swiss Model' Champions League, success is set to become even more important to Liverpool as European football's governing body chase record media rights sums for the next cycle of their Champions League, Europa League and Europa Conference League competitions.
To read the full story, click here.
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