Standard Chartered and What Comes Next for Liverpool
Liverpool's front-of-shirt deal with Standard Chartered could push past the 20-year mark
By the time that Standard Chartered’s current contract with Liverpool runs to its end in 2027, a Reds fan could have been born, attended primary and secondary school and learned to drive and only ever been alive while the financial services giant had been the club’s front-of-shirt sponsor.
The global banking firm first signed a deal with the club back in the summer of 2010, taking over from another Liverpool institution when it came to sponsorship - Carlsberg. The Danish beer company had been in situ on the front of Liverpool shirts since 1992, meaning that by the time 2027 rolls around, just two firms have held one of the most sought after positions in football sponsorship.
While the summer of 2027 might seem like an eternity away, and you may well be asking just why we are discussing this topic as we head into November of 2025, it is because the discussions about what comes next start well before the end of a deal. Often more than a year out, or at least that is what happens for clubs that operate world-class commercial teams that are able to maximise value and deliver for sponsors.
There is a reason why just two sponsors have been seen on Liverpool shirts since 1992, and that is because the club delivers for its commercial partners, something that has never been more important than it is today.
The most recent extension to the deal occurred in 2022, an additional four years inked as the club embarked on its first tour post-pandemic, ahead of the Standard Chartered Cup that took place in Singapore.
“When we partnered with Liverpool FC in 2010 we could not have imagined the success of both the partnership and of the club,” said Bill Winters, group chief executive at Standard Chartered at the time the extension was signed.
“Liverpool FC has been a true partner and, as one of the world’s best-known football clubs, we are proud to be associated with them. We are delighted to be continuing our partnership for the next four years and look forward to building on our already successful relationship.”
But what comes next?
