**Liverpool announced a record-breaking deal with Turkish Airlines to become the new headline shirt sponsor, replacing Standard Chartered after 17 years.
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The Reds will earn £60m per season when Standard Chartered’s contract expires at the end of the 20267/28 season; £10m more than the £50m/season deal with the British multinational bank.
And I want the answer to one question…
Is this change linked to the obvious change in football operations at Liverpool?
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Liverpool are now entering a new era for what feels like the fourth time in a few years. First, it was the post-Klopp and, simultaneously, the Arne Slot era, although it was much shorter than Klopp’s. Then this summer ushered in the Andoni Iraola era.
Now, the Standard Chartered era has begun.
But, why now? Why have Liverpool sought out a new long-term headline sponsor? Well, aside from being offered more money by Turkish Airlines, there’s the need for more money in the first place.
### **This is where I point to the wage structure change.**
When Mohamed Salah and Virgil van Dijk signed mega contracts worth £350k-£485k-a-week, it was a pivotal moment in Liverpool’s history.
Despite being the most successful English club of all time, Liverpool dovetailed that by being one of the most frugal. Frugal for an elite club, that is.
Fenway Sports Group infamously dawdled on tying Steven Gerrard down to a lucrative final contract despite still having enough left in the tank to be a top performer in what would have been the early Klopp years.
Now, however, anyone and his son can get a long-term deal worth millions per month.
Cody Gakpo and Ryan Gravenberch are both talented players, but it’s hard to argue that their combined wage each week should come close to £600k.
### Next is Liverpool’s increase in record transfer fees
When Liverpool bought van Dijk in 2018 for £75m, it sent ripples through the game. They were mocked initially, but the Dutchman changed the Reds and helped Klopp turn them into monsters, becoming the best centre-back in the world.
**Since then, these are Liverpool’s highest transfer fees:**
* £125m – Isak
* £123m – Barcola
* £116m – Wirtz
* £85m – Nunez
* £79m – Ekitike
* £75m – van Dijk
### Thirdly, Liverpool have just made the biggest change since FSG hired Klopp
The moment a deal was struck with the 1892 Holdings consortium featuring Jeff Bezos and Amit Bhatia, it became clear that FSG had crossed a major threshold in their long-term plans for the club.
Businessmen like John W. Henry aren’t running their business on a daily basis, they’re looking at milestones years ahead and I just wonder when the idea took hold that they would begin their Liverpool exit strategy.
And make no mistake, Liverpool will be sold by FSG at some point, and it could be in the near future.
The language in the deal between FSG and 1892 Holdings suggests that a total buyout of the club could happen in the next 12 months.