Liverpool home kit 2026/27 sponsors Standard Chartered, Expedia (Photo by David Rawcliffe/Propaganda)
Liverpool home kit 2026/27 sponsors Standard Chartered, Expedia (Photo by David Rawcliffe/Propaganda)
Liverpool officials are in talks with potential sponsors as their front-of-shirt and shirt-sleeve deals with Standard Chartered and Expedia will expire in 2027.
This could be the final season with Liverpool wearing Standard Chartered on the front of their shirts, with the British multinational bank having sponsored the club since 2010.
Liverpool’s current agreement runs to the end of 2026/27 and is worth around £50 million a year, after an extension was signed in 2022.
The same applies to shirt-sleeve sponsor Expedia, who took over from Western Union in 2020 and last agreed terms in 2023 at a projected value of £12 million per season.
Speaking to The Athletic‘s James Pearce, Liverpool chief commercial officer Ben Latty confirmed talks are underway with both the current sponsors and new potential partners.
Liverpool shirt sleeve 2026/27 sponsor Expedia (Photo by David Rawcliffe/Propaganda)
Liverpool shirt sleeve 2026/27 sponsor Expedia (Photo by David Rawcliffe/Propaganda)
“The great thing about Liverpool is that with our reach and our values, if a brand is looking to invest in a big Premier League club, I’d like to think that puts us at the front of that queue,” Latty explained.
“I am confident in terms of where we are. We have such a great property to take to market, in the event we need to do that. I am not concerned.”
On the possibility of extending the club’s deals with Standard Chartered and Expedia, he continued: “We’re talking with them.
“In terms of Standard Chartered, I don’t know what will happen at this point. We still have another year, and conversations are ongoing.
Liverpool badge Standard Chartered logo (Photo by David Rawcliffe/Propaganda)
Liverpool badge Standard Chartered logo (Photo by David Rawcliffe/Propaganda)
“Seventeen years is a long time, and it’s a great relationship. We’ll probably find out pretty soon what direction that’s heading.
“As for Expedia, they have had a big leadership change recently. They came on board during the Covid years, which was a bold move for a travel business.”
While that would suggest a new shirt-sleeve sponsor is more likely, there is also a chance of Liverpool sourcing a new front-of-shirt sponsor if more lucrative terms can be agreed.
No names have been reported as of yet when it comes to potential investors, but there were talks with companies from the cryptocurrency sector in 2022.
CHICAGO, USA - Sunday, August 2, 2026: Liverpool's Florian Wirtz during a pre-season friendly match between Liverpool FC and Leeds United at Soldier Field. (Photo by David Rawcliffe/Propaganda)
CHICAGO, USA - Sunday, August 2, 2026: Liverpool's Florian Wirtz during a pre-season friendly match between Liverpool FC and Leeds United at Soldier Field. (Photo by David Rawcliffe/Propaganda)
As of this summer, clubs in the Premier League are prohibited from front-of-shirt sponsorship deals with betting companies, which has seen many shift those to shirt sleeves and training wear.
Before their 17-year association with Standard Chartered began, Liverpool wore the logo of multinational brewer Carlsberg on the front of their shirts between 1992 and 2010.
Carlsberg remain in partnership with the club and signed a new 10-year agreement in 2023. Official training sponsor AXA are committed to 2029.
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LIVERPOOL, ENGLAND - Sunday, May 24, 2026: Liverpool's Alexis Mac Allister during the FA Premier League match between Liverpool FC and Brentford FC at Anfield. The game ended in a 1-1 draw. (Photo by David Rawcliffe/Propaganda)
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Leipzig, Poland. 15th Feb, 2026. Yan Diomande of RB Leipzig seen during the Bundesliga match between RB Leipzig and VfL Wolfsburg at Red Bull Arena. Final score RB Leipzig 2 : 2 VfL Wolfsburg. (Photo by Grzegorz Wajda/SOPA Images/Sipa USA) Credit: Sipa US
Leipzig, Poland. 15th Feb, 2026. Yan Diomande of RB Leipzig seen during the Bundesliga match between RB Leipzig and VfL Wolfsburg at Red Bull Arena. Final score RB Leipzig 2 : 2 VfL Wolfsburg. (Photo by Grzegorz Wajda/SOPA Images/Sipa USA) Credit: Sipa US
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