Liverpool shirt sponsorship deal valued at £25m. Newcastle deal to be investigated

Last summer Liverpool renewed their main front of the shirt sponsorship deal with Standard Chartered for a fee believed to be £50m. plus.

It was a deal struck on the back of the Reds coming close to what would have been an unprecedented quadruple, winning both the FA Cup and Carabao Cup while finishing runners-up in the Champions League and runners-up in the Premier League .

Liverpool, whose relationship with Standard Chartered will have reached 17 years at the end of the current deal, which runs until the summer of 2027, had plenty of leverage when they opened talks last summer and had sought expressions of interest from other firms in a number of different of markets to establish how much they thought could be achieved,

The season that just ended was considerably tougher. Finishing in the fourth round of both the FA Cup and Carabao Cup, an early knockout round defeat to Real Madrid in the Champions League and, most disappointingly, missing out on competing in Europe’s elite knockout club competition next season by finishing fifth in the Premier League. This means the Reds will be participating in the Europa League in 2023-24; a competition with less visibility for commercial partners.

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However, none of Liverpool’s existing commercial deals will be affected by missing out on the Champions League and the expectation is that should the club complete a summer of successful transfer business and rectify some of their most pressing issues from last season, they will stay back in the mix for honors,

Fair market value has been a term that has entered football fans more recently, largely driven by the takeover of Newcastle United by the Saudi Arabian Public Investment Fund (PIF) and the push to raise commercial income by making the most of simpatico -relationships that exist with large companies in the golf nation. Last week, Newcastle, who will play Champions League football next season, entered into a multi-year deal with Saudi event company Sela. The value of the agreement is £25 million. – a sharp increase compared to the £6.5 million per year which the Magpies received from outgoing sponsors Fun88. Sela is majority owned by PIF and the deal is likely to be dealt with by the Premier League.

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