Liverpool agree new four-year deal with shirt sponsor Standard Chartered

The British global financial services company - who replaced Carlsberg as the Reds' shirt sponsor in 2010 - were due to see their contract expire at the end of the 2022-23 campaign.

Liverpool had agreed to a four-year extension with Standard Chartered back in 2018, which took effect in 2019 and saw the contract rise from £20m per year to £40m.

However, the two parties had initially struggled to come to an agreement over a new deal, which led to Liverpool reportedly seeking out new sponsors in the spring months.

Cryptocurrency firms were allegedly among those being considered by Liverpool as new front-of-shirt sponsors, but the Merseyside club will continue their partnership with Standard Chartered for another four years.

"This is a hugely significant partnership for LFC and I could not be prouder to confirm a four-year extension to our already long and successful partnership with Standard Chartered," Liverpool CEO Billy Hogan told the official Reds website.

"We have been on an incredible journey together and Standard Chartered's support has been a key driver in our most recent successes, both on and off the pitch, with their loyalty and commitment to Liverpool Football Club.

"Our partnership has been able to thrive because of our shared values and we look forward to continuing to work together to help and support our communities and supporters around the world.

Standard Chartered group chief executive Bill Winters added: "When we partnered with Liverpool FC in 2010 we could not have imagined the success of both the partnership and of the club.

"Liverpool FC has been a true partner and, as one of the world's best-known football clubs, we are proud to be associated with them. We are delighted to be continuing our partnership for the next four years and look forward to building on our already successful relationship."

Liverpool stars came together to announce the new deal in a video on social media on Thursday morning, with manager Jurgen Klopp saying: "I have some exciting news. On behalf of Liverpool FC, I'm delighted to announce that Standard Chartered Bank will be renewing their partnership as our front-of-shirt sponsor.

"It's been an incredible journey so far. On behalf of the entire club I would like to say thank you, Standard Chartered. Here's to another five years, making it 17 seasons together. Not bad."

Centre-back Virgil van Dijk added: "For 12 years now, Standard Chartered have been a vital part of the LFC Family. They've done some great work during that time."

Fellow defender Andy Robertson continued: "Since 2010 they have invested heavily in our men's and women's teams. This has helped to deliver success on and off the pitch."

The fresh agreement will reportedly see a significant increase on the current £40m-a-year terms, and Standard Chartered will also continue to sponsor and invest in the Liverpool Women's team, who earned promotion to the Women's Super League after winning the 2021-22 FA Women's Championship.