Liverpool are to test the water with regards to the strength of the sponsorship market before entering into serious discussions with potential front of shirt sponsors from 2023 onwards
The current deal that Liverpool have in place with Standard Chartered, who have been the shirt sponsor since 2010, reaches the end of its current £40m-per-year deal at the end of next season and the ECHO understands that the finance firm have interest in remaining a partner of the club.
But with the front of shirt sponsorship one of the club's most valuable commercial deals, and having not engaged in a renewal since 2018, pre-pandemic, the Reds are beginning to seek out potential partners, aiming to find out the current value of the market in order to maximise the commercial potential and make sure that they are not only keeping pace with the likes of Manchester City and Manchester United when it comes to sponsorship, but leveraging their success and global appeal to lead from the front.
