Liverpool FC extend Standard Chartered sponsorship deal

http://www.liverpoolecho.co.uk/spor...iverpool-fc-extend-standard-chartered-5145573

Liverpool FC have announced a two-year extension to their main sponsorship deal with Standard Chartered.

The initial four-year contract, worth up to £20million per year, expires next summer but the lucrative partnership with the bank will now run until the end of the 2015/16 season.

Billy Hogan, chief commercial officer at Liverpool FC, said: “When Standard Chartered first came on board we knew we found a partner that shares our passion for community and desire to make a positive difference.

“We are delighted to announce the extension of our partnership, which shows the belief and continued commitment to the work that we are doing together and the values that we share.”

The bank's name has appeared on the Reds' shirts since July 2010 with Standard Chartered and Liverpool FC working together on a number of high profile global campaigns including 'Seeing Is Believing' which helps to tackle avoidable blindness.

Peter Sands, group chief executive of Standard Chartered PLC, said: “Our sponsorship of Liverpool Football Club has proved successful for both parties and we are delighted to be extending our partnership.

“Liverpool are hugely popular in the markets where we do business, and we are excited about the opportunity to continue to work with this fantastic club and their passionate fans.”

 

Good news. Isn't this sponsorship worth around £30m a year to us?

 

I think the existing deal is £20m a year - no idea if the new deal is worth more?

 

Hopefully they're paying us more now...we should be looking to improve revenue each time

 

That would be ideal but my concern is that we're not in Europe, haven't been in CL for a few years and not even close to challenging for the title so our bargaining power is not as strong? ...

 

If the partnership is as beneficial as they'd have us believe, we should be asking for more - at least conditional on entering the CL again

 

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I hear that the new deal could be worth £30m a year now ... if so, great work by Ayre and Hogan.

 

You have to remember that we were only getting about £8m a season from Carlsberg prior to joining Standard Chartered, the club have already negotiated a very good deal for a none CL club. I'm sure once (if) we achieve CL status, we will be able to negotiate more.

 

Great news if true

 

Could this potentially pave the way for a 'marquee' signing?

 

No. It's an extension. We still have two years of the original agreement to run

 

Da **** do we want tents for?

 

Random but great response

 

Well that's partly because Carlsberg were cheap skates and vastly underpaying us given what other clubs were getting.

With BT now showing games as well as sky and the BBC over the next few seasons, our visibility will be improved. Add in the CL if we get there this/next season and S.C will make a killing off us. I'd say we could negotiate higher on a conditional basis.

 

iirc, Carlesberg still pay us £8m for their sponsorship of Melwood and the ongoing "Partnership"

 

You can only sell hope/potential once. Our value becomes better in 2 seasons IF, we are in the CL, the ground refurb is under way, our squad contains 3-4 'rated' players. At that point you can make a killing. Until then, secure the major funding to cover that period and take some of the money pressure off your back.

 

Good points, we should have certainly been trying to renegotiate

Yes, plus other deals too

 

Hearing that the deal is actually closer to £40m p/year which would make it the best deal in the world.

 

Am I right in thinking the deal signed two years ago was the best British deal at that time? I know Man Utd have beaten it since, maybe Man City and Chelsea too?

Edit: oh, and if true that is fantastic news and continues to show FSG's strength in promotion and marketing etc