Liverpool, Standard Chartered Agree To Shirt Sponsor Deal

Liverpool's Four-Year, $132.4M Sponsorship Deal Equals Most Lucrative In Soccer History

EPL club Liverpool has signed a four-year, US$132.4M shirt sponsorship deal with London-based int'l bank Standard Chartered that "equals the most lucrative in football history," according to Tony Barrett of the LONDON TIMES. An exclusivity accord with current shirt sponsor Carlsberg, whose deal expires after the '09-10 season, prevented Liverpool Commercial Dir Ian Ayre "from entering into talks with any other interested parties, but once that had expired, Liverpool moved swiftly to tie up a new deal." Carlsberg was unwilling to match the annual US$33.1M offer made by Standard Chartered, which "equals the deal struck by Manchester United" with Chicago-based global insurance company Aon Corp in June. Barrett noted Liverpool officials have "long been criticised by their supporters for punching below their weight," but the deal is an indication the club is "beginning to make the most of [its] glittering history and worldwide fan base." Meanwhile, Liverpool co-Owner George Gillett admitted that he "could be willing to sell the club 'if someone gets beamed in who's got bags of money,'" but he added that he "would 'probably' be at the helm for the long term." Gillett: "The club is in outstanding shape. Economically, it's never been stronger. We just paid down our debt very substantially. We have less debt per dollar than any club in the league" (LONDON TIMES, 9/12). Liverpool Managing Dir Christian Purslow noted the deal is the "largest commercial deal the club has ever agreed," and said it is the "culmination of a huge amount of work from our commercial team." Purslow added of the deal, "We're Liverpool -- we're not interested in being second best" (LIVERPOOL ECHO, 9/14).

GROWING WITH YOU: The WALL STREET JOURNAL's Margot Patrick notes "emerging markets-focused" Standard Chartered hopes the deal will "help it cash in on the popularity of the team in core regions where Standard Chartered does business: Asia, Africa and the Middle East." Standard Chartered Group CEO Peter Sands said the deal "will drive a step change in brand recognition in our key markets, and will provide an additional catalyst for our business growth" (WSJ.com, 9/14).