Liverpool FC's current front-of-shirt sponsor Standard Chartered has extended its deal with the Premier League club by another four years.
The move takes the partnership to 17 seasons overall, until the end of the 2026-27 football season.
The financial services company has been Liverpool's main sponsor since first signing up in 2010.
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The value of the deal has grown significantly since with the most recent renewal in 2018 worth around £40m per year to the club, according to the ECHO.
The extended agreement also includes sponsorship of LFC Women.
Billy Hogan, chief executive of LFC, said: "This is a hugely significant partnership for LFC and I could not be prouder to confirm a four-year extension to our already long and successful partnership with Standard Chartered.
"We have been on an incredible journey together and Standard Chartered’s support has been a key driver in our most recent successes, both on and off the pitch, with their loyalty and commitment to Liverpool Football Club.
"Our partnership has been able to thrive because of our shared values and we look forward to continuing to work together to help and support our communities and supporters around the world."
Speaking to the ECHO, he added: "It’s fantastic news. We are incredibly happy to renew with Standard Chartered. It has been a great relationship. We are entering our 13th season as partners with them and this will take us to 17. We couldn’t be more happy to renew with them.
"They have been an incredible part of our success over the course of the last 12 years when they have been our main partner. The relationship is incredibly strong.
"There was a significant amount of interest from other parties, even given the financial issues that are going on in the world right now.
"We had a number of positive conversations with various parties, but ultimately from our perspective we had to make the right decision for the club and the right financial decision, and renewing with Standard Chartered is the right one.
"Our long-standing strong relationship with them definitely played a role in renewing with them. When we looked at our various options, we considered them individually.
"And the relationship we have with Standard Chartered, along with the security in terms of their business and their history, were both important.
"The value of the new deal reflects the progress of the club both on and off the pitch.
"We are very happy with where we have ended up. The investment is incredibly important.
"There are tremendously aligned values between the two organisations. In addition to the financial support, which is incredibly important obviously – we have long spoken about the sustainable nature of the club and the necessity for us to generate revenues to invest back into the team – we also do quite a bit off the pitch with Standard Chartered, from the charitable organisations they support and them also supporting our Foundation."
Bill Winters, group chief executive at Standard Chartered, added: "When we partnered with Liverpool FC in 2010 we could not have imagined the success of both the partnership and of the club.
"Liverpool FC has been a true partner and, as one of the world’s best-known football clubs, we are proud to be associated with them.
"We are delighted to be continuing our partnership for the next four years and look forward to building on our already successful relationship."
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