Liverpool, the most expensive shirt in the world
London, May 20 (EFE).- Liverpool are negotiating a new shirt sponsorship deal that could see their commercial income double from 40 million pounds ($49.8 million) a year under their current contract with British financial services company Standard Chartered.
The Reds have been sponsored by SC for the last 12 years and are under contract until the end of the 2022/23 season.
At the time the team slated the agreement Liverpool were lagging in the Premier League and their greatest achievement in previous years was qualification for the Europa League final which they lost to Sevilla in 2016.
Liverpool renewed a sponsorship deal with the British bank on the eve of a Champions League final in 2018 in Kyiv that would mark the beginning of a new phase for the club.
The Reds lost to Real Madrid but then came the 2019 European Cup, the 2020 Premier League, a European Super Cup, a Club World Cup and two domestic cups.
The winning streak means the value of their shirt could have easily doubled.
The team, which is run by Fenway Sports Group, which owns Major League Baseball’s Boston Red Sox, is in talks to extend the SC sponsorship deal for an alleged 80 million pounds, but is also open to the possibility of starting a new partnership.
If Liverpool were to clinch an 80 million pound deal it would make it the most expensive shirt sponsor above Real Madrid’s 70 million euros plus deal with the Emirates airline.
Some rumors suggest Liverpool are mulling a deal with companies from the cryptocurrency sector, which would be a first for football shirts where in recent years bookmakers have dominated.
Aston Villa, Arsenal, Everton, Manchester City, Everton and Leeds United have cryptocurrency companies in their sponsorship portfolio, but none have made it onto the shirts just yet.EFE