Liverpool to replace Carlsberg with Standard Chartered
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Liverpool have secured a new shirt sponsorship deal with Standard Chartered, ending a 17-year relationship with Carlsberg.
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 the Danish brewer 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.
"I think people will be pleased and surprised," Reds co-owner George Gillett Jr said during a radio interview with The Fan 950.
"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 deal are reportedly worth £80 million over four years, equals that achieved by Manchester United in their latest sponsorship deal with American financial company, Aon Corp.
The Reds’ previous sponsorship deal with Carlsberg earnt the club a mere £7.2 million per season.
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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 the Danish brewer 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.
"I think people will be pleased and surprised," Reds co-owner George Gillett Jr said during a radio interview with The Fan 950.
"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 deal are reportedly worth £80 million over four years, equals that achieved by Manchester United in their latest sponsorship deal with American financial company, Aon Corp.
The Reds’ previous sponsorship deal with Carlsberg earnt the club a mere £7.2 million per season.
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