LIVERPOOL, ENGLAND - Tuesday, October 1, 2024: Liverpool players during a training session at the AXA Training Centre ahead of the UEFA Champions League match between Liverpool FC and Bologna FC. (Photo by David Rawcliffe/Propaganda)
LIVERPOOL, ENGLAND - Tuesday, October 1, 2024: Liverpool players during a training session at the AXA Training Centre ahead of the UEFA Champions League match between Liverpool FC and Bologna FC. (Photo by David Rawcliffe/Propaganda)
With a consortium that includes Jeff Bezos having bought a 38 percent share in Liverpool, it has brought up the question of whether his company, Amazon, could become a shirt sponsor.
The short answer is yes, but it currently doesn’t look likely and could come with potential complications.
Amazon founder Bezos is one of three main parties in the 1892 Holdings consortium that has bought shares in Liverpool.
However, despite footing more of the bill than Facebook co-founder Eduardo Saverin and new LFC vice-chairman Amit Bhatia, Bezos will not be on the club’s board of directors.
Amazon founder Jeff Bezos speaking at the Leaders' Action on Forests and Land-use event during the Cop26 summit at the Scottish Event Campus (SEC) in Glasgow. Picture date: Tuesday November 2, 2021.
Amazon founder Jeff Bezos speaking at the Leaders' Action on Forests and Land-use event during the Cop26 summit at the Scottish Event Campus (SEC) in Glasgow. Picture date: Tuesday November 2, 2021.
Naturally, the news brought with it speculation that Amazon could become a shirt sponsor for Liverpool.
The Mail reports, though, that “sources in the deal claim it was not part of the current thinking.”
Still, could an Amazon shirt sponsorship actually happen?
It must be done at a ‘Fair Market Value’
In theory, Amazon could be Liverpool’s next shirt sponsor, but there would be a few hurdles to clear first.
MANCHESTER, ENGLAND - Thursday, December 26, 2024: Manchester City's Erling Haaland reacts after seeing his penalty kick saved during the FA Premier League match between Manchester City FC and Everton FC at the City of Manchester Stadium. (Photo by David Rawcliffe/Propaganda)
MANCHESTER, ENGLAND - Thursday, December 26, 2024: Manchester City's Erling Haaland reacts after seeing his penalty kick saved during the FA Premier League match between Manchester City FC and Everton FC at the City of Manchester Stadium. (Photo by David Rawcliffe/Propaganda)
Because the sponsorship would be deemed an ‘Associated Party Transaction’, it must be disclosed in full to the Premier League who must deem the deal of ‘Fair Market Value’.
This, in theory, prevents clubs injecting massive sums of cash from their owners through inflated sponsorship deals.
Facing legal action over their infamous breaches, Man City challenged the Premier League‘s APT rules last year.
They eventually settled, though, and accepted the validity of the rules.
When does Liverpool’s current deal with Standard Chartered end?
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)
The contract with Liverpool’s long-term shirt sponsor, Standard Chartered, is set to expire at the end of the season, as is the deal with sleeve sponsor Expedia.
Asked by the Athletic about the possibility of extending the club’s deals with the two companies, Liverpool chief commercial officer Ben Latty said: “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.
Liverpool badge Standard Chartered logo (Photo by David Rawcliffe/Propaganda)
Liverpool badge Standard Chartered logo (Photo by David Rawcliffe/Propaganda)
“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.”
The thoughts of a football finance expert
Kieran Maguire, who is an associate professor in football finance at the University of Liverpool, doesn’t believe sponsorship from Amazon is imminent, especially not to be displayed on shirts.
The Price of Football podcast host told Rousing The Kop: “An Amazon shirt sponsor deal is a possibility, but at this stage a remote one.
“Liverpool and Standard Chartered have an excellent existing working relationship which delivers exposure for the bank and access to the lucrative Asian market for the Club.
“Amazon were not willing to pay a large sum for further rights for the Premier League, so at this stage uncertain as to whether they would do so for a single club.
Jeff Bezos (Image: Abaca Press/Alamy Live News)
Jeff Bezos (Image: Abaca Press/Alamy Live News)
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“Given the tribal relationship between fans and football, some fans of rivals of LFC may cancel their Amazon subscription if they feel they are indirectly financially supporting a club they dislike.”
Taking it all into account, Amazon sponsorship is a possibility down the line.
The associated party transaction rules haven’t really stopped the likes of Newcastle and Man City from effectively being sponsored by the states who own them.
It is another matter as to whether fans would agree with having Amazon, a company widely criticised for its treatment of workers, on the front of their shirts.
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