EPL Club Liverpool, Standard Chartered Bank Discuss Extending Shirt Sponsorship Deal

EPL club Liverpool is "in talks with banking firm Standard Chartered to extend and improve on a lucrative shirt sponsorship deal" currently worth US$31.7M per year, according to Chris Bascombe of the London TELEGRAPH. Less than two years into a four-year contract, Standard Chartered has been "granted a period of exclusivity enabling it the option of prolonging its relationship with Liverpool and the club are confident they can better the arrangement," which began in '10. A lack of participation in the UEFA Champions League would "seem to make investment in Anfield less attractive." However, that "does not appear to have left any lasting damage and Liverpool are confident a healthy relationship will be extended." Club execs also "believe the lack of Champions League football will not have an unduly negative impact on negotiations because Standard Chartered is based in Asia where the Premier League holds such sway" (London TELEGRAPH, 11/14).