For fans of a certain vintage, the name Carlsberg will always be synonymous with the Liverpool shirt, while to some, the brand Crown Paints will evoke similar memories.
But for supporters of 21st century Liverpool, that honour must now go to Standard Chartered; a logo that has almost become one to define the Fenway Sports Group era at Anfield.
A new four-year contract, that begins at the start of next season, was officially made public in Singapore on Thursday morning will take the financial services up to 17 seasons as Liverpool's main sponsors and with a healthy working relationship clearly still flourishing, there would be no surprise if their name was to continue adorning red shirts for over two decades.
