Sponsorship deal sealed!
Liverpool have secured a new shirt sponsorship deal that equals the most lucrative in football history after signing a four-year agreement with Standard Chartered, the London-based international bank, worth £80 million over four years.
With their present deal with Carlsberg due to expire in mid-2010, Liverpool’s commercial department, headed by Ian Ayre, has been looking for a money-spinning agreement in keeping with the club’s status as one of the most recognisable brands in world sport. Until July, an exclusivity accord with Carlsberg prevented them from entering into talks with any other interested parties but once that had expired, Liverpool moved swiftly to tie up a new deal.
Carlsberg has enjoyed a 17-year relationship with Liverpool, one of the longest-running associations in world sport, but was unwilling to match the £20 million a season offer made by Standard Chartered, which equals the deal struck by Manchester United with Aon Corp, the American financial giant, in June.
Liverpool have long been criticised by their supporters for punching below their weight when it comes to commercial opportunities but the sponsorship deal struck by Ayre, the commercial director, is an indication that the club are beginning to make the most of their glittering history and worldwide fan base. (Times Online)
This is great news and hopefully proof that we are not heading down the pan financially, just watch closely to how Messrs Hicks and Gillett spend this money, lets try to make sure they don’t simply use it to pay off the interest on the debt their put the club in when they first bought it.
Am looking forward to the Burnley encounter, which I will be on my way too shortly, and this shirt deal gives me renewed optimism. This proves what we already knew, and that is that the club is a viable product and one who could/should be a world leader in sporting franchises (not meaning to use American vernacular, more trying to appeal to the Yank Owners).
I don’t like Tom Hicks and George Gillett anymore than most of my fellow fans but I appeal to them to not flush the teams finances away whilst simultaneously hoping that someone comes along and buys them out…and soon!
P.S – Thanks to a previous commenter for providing mock up of what the new kit might look like with the new sponsors. Thanks to Carlsberg for the years of good service (not that I drink that particular brand of beer, but still thanks alot).