Liverpool are in talks with potential sponsors ahead of the expiry of their front-of-shirt and sleeve deals with Standard Chartered and Expedia in 2027.
This could be the final season Liverpool wear Standard Chartered on the front of their shirts, with the British multinational bank having been the club’s main shirt sponsor since 2010.
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The current agreement runs until the end of the 2026/27 season and is worth around £50million per year after an extension was signed in 2022.
The same applies to sleeve sponsor Expedia, who replaced Western Union in 2020 and renewed their deal in 2023 for a reported £12million per season.
Speaking to The Athletic, Liverpool chief commercial officer Ben Latty confirmed discussions are ongoing with both existing sponsors and potential new partners.
“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 said.
“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.
“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.”
Premier League clubs are now prohibited from signing front-of-shirt sponsorship deals with betting companies, forcing many clubs to move such partnerships to shirt sleeves or training wear.
Before Standard Chartered, Liverpool’s shirt sponsor was Carlsberg, whose logo appeared on the front of the shirts from 1992 to 2010.
The brewer remains a club partner after agreeing a new 10-year deal in 2023, while official training sponsor AXA is contracted until 2029.