Liverpool to announce a new shirt sponsor on Friday
Premier League superclub Liverpool will announce a new shirt sponsorship agreement on Friday 18th September in a press conference. They are presently on a deal with beer manufacturers Carlsberg which expires in mid-2010. The club has been actively looking for alternatives rather than putting their energy into renewing the deal with the Danish brewers. The new sponsor that will be announced soon is Standard Chartered, a public limited company based in London dealing in the banking industry. From the latest statistics of 2008, the firm employed 73000 employees in 2008, and had a revenue of 16.378 billion pounds.
The deal is unlike other precedents for the club. It has beaten all records as the Reds will earn £20 million every season for the 4 years of the deal, totalling an outstanding £80 million. The agreement could not be reached before July of 2009, due to restrictions placed in the Carlsberg contract. The two companies had worked together for 17 years prior to the new agreement, but the beer company failed to meet the £20 million per season offered by the English bank. The amount to be received over four years matches the amount that Man Utd will net from their deal with AON which will also start in 2010. Hence, the administration has silenced criticism by its own fans that they were always lagging behind their arch-rivals in commercial agreements.
George Gillett Jnr said:
“I think people will be pleased and surprised. It will be one of the great, worldwide corporations. And I think it will be a sponsor people will be pleased and surprised to be [associated with].”
“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.”
shame – liked carlsberg!
NO NO NO NOOO!!! Gotta get my Carlsberg right now..! I’ve never had a LFC shirt since I’m not from the UK, I live in latin america..
I can’t believe it…
Carlsberg have recently signed a deal with the FA and became of national sponsor of England. I also believe after E-ON are not renewing there deal, Carlsberg will take sponsorship of the FA Cup.
Liverpool shirt will look so wierd without the Carlsberg logo, and the Standard Chartered isnt exactly a household name.
I agree with RAFChris. Carlsberg on our shirt is like part of our tradition now. It won’t be the same but money talks.
carlsberg made the liverpool shirts!
Shame isn’t it, Carlsberg sort of made the Liverpool shirts what they are but yeah, money talks!!
This deal is most likely due to new regulations limiting the advertisement of alcohol in sports. They already have to wear shirts without Carlsberg on them in Europe and would have had to sell shirts without the logos in childrens sizes too, so it obviously wouldn’t be of much interest to the brewers to continue their sponsorship deal, let alone increase the money they pay the club.
The deals Liverpool and United have signed are odd though, because shirt sponsors have traditionally been with clubs that sell products that the average football fan could buy, whereas these big corporate banking and insurance underwriting companies are not going to gain any more business from their logos appearing on shirts. It seems to be just a vanity thing for Standard Charter and Aon.
I meant “companies”, not “clubs”, by the way.
Shame really but I felt the same way when they switched to Candy, then Carlsberg – It was a good partnership – never thought it would last the full existence of the Premier League.- 17 years.
****, no more carlsberg = ****.
It’s OK. It’s just a sponsor. And anyway, Liverpool haven’t exactly won the Premier League with Carlsberg on their shirts, so why are people so desperate for them to keep it on there? A change in sponsor might bring a change in fortune!
You see the sponsor logo on their shirts for 17 years, obviously and eventually you sort of get attached to it, because it becomes a part of the shirt itself. I know some people had seen other sponsors on the liverpool shirt and were a little disappointed when they changed it, but at least Carlsberg is the one I’ve seen since I’m from 1990, so I didn’t want them to change it.
And Neil has a point, I hope there’s a change of fortune for LFC with this new sponsor.
Well, Standard Chartered, you’ll never walk alone with LFC