Liverpool Sign Standard Chartered to  & pound;80M Deal; Replaces Carlsberg

If confirmed on Sept. Barcelona, et al:

Liverpool: £20 million a year (£80 million over four years) with Standard Chartered

Manchester United: £20 million a year (£80 million over four years) with Aon

Bayern Munich: £17 million a year (£68 million over four years) with T-Home

Juventus: £15 million a year (£75 million over five years) with Tamoil

Real Madrid: £12.7 million a year (£38 million over three years) with

Chelsea: £11 million+ a year (£55 million over five years) with Samsung

Manchester City: £8m a year (24 million over three years) with Etihad Airways.

Arsenal: £6.7 million a year (£100 million over 15 years) with Emirates

BNET’s previous coverage of football advertising:

© 2009 CBS Interactive Inc.. Manager Rafael Benitez made only minor player trades over the summer break; some have speculated that his budget was tight.

Last Updated Sep 12, 2009 12:30 PM EDT

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 [commercial director Ian Ayre] is an indication that the club are beginning to make the most of their glittering history and worldwide fan base.

For Liverpool, the deal gives the team some options: It could make servicing the terms of its debt easier and provide extra funds for the player budget. The brewer has sponsored the team since 1992 and its logo is almost part of the official strip. And the deal increases the likelihood of the club getting financing for a new stadium, which has been improved in only a piecemeal fashion since it was first built in 1884. The top global football sponsorship deals:

Liverpool F.C. Its capacity is about 45,000, small for a premier league team.

And finally: The team could see a run on fan purchases of the existing Carlsberg shirt. has replaced lead sponsor Carlsberg with Standard Chartered in an £80 million deal worth £20 million annually for four years, according to the Times. Both teams have similar deals set for similar periods, starting in 2010.

The Times underlined Liverpool’s historic inability to leverage its brand into the big leagues of Man Utd, F.C. Some fans will want a “classic” shirt before it is replaced by the new, unfamiliar brand.. 18, the deal would move Liverpool to the joint No.1 position, with Manchester United and Aon, in terms of football advertising contracts. All Rights Reserved

Mason Porter

Mason Porter

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