Liverpool is demanding an "increased amount from potential shirt sponsors" even as it faces a "future without its two most-marketable players," according to Browning & Panja of BLOOMBERG. The team has been seeking as much as $46M a year from its main shirt sponsor for the '16 season, from the current £20M ($30.3M), according to a "person familiar with the matter." Standard Chartered is interested in "remaining on the jerseys, while other companies, including Japan's Nomura Holdings Inc. (8604), have been approached, people with knowledge of the matter said." London-based sponsorship consultant
Synergy CEO Tim Crow said, "A leap from 20 to 30 million pounds is a little too much. I would be surprised if they achieve that." Standard Chartered is "keen to renew its backing provided the price is
right." Simon Kutner, a
spokesman for the lender, "declined to comment." Liverpool has
"also held talks with Nomura and other Asian companies about the
sponsorship." The club plans to "complete a deal in the
next six months." A Nomura spokesperson declined to comment (BLOOMBERG, 1/6).
