Liverpool have agreed an extension with shirt sponsors Standard Chartered, which will see the international banking group continue sponsorship of the Reds’ shirts until the end of the 2015-16 campaign, according to The Daily Mail.
The north west outfit had been in negotiations with the organization for months relating to an extension, and while no figures in relation to terms have yet been disclosed neither side is thought to have harboured any desire to walk away from the deal.
When the group first took over the shirt sponsorship from Carlsberg in July 2010, Liverpool had just finished second in the Premier League and was Champions League regulars.
Glory on the pitch may have waned somewhat in that time, but optimism remains high at Anfield under the regime of Brendan Rodgers, who has impressed many with his ability to make good deals in a swift fashion in the transfer market.
Liverpool’s chief commercial officer, Billy Hogan, 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 club had been linked with a sponsorship agreement with Qatar-based telecom firm Ooredoo, but these links appear to have been of little substance, with both the club and the sponsors reiterating the healthy relationship shared between the two parties.
Group chief executive of Standard Chartered PLC, Peter Sands, also commented on the deal: “Our sponsorship of Liverpool Football Club has proved successful for both parties and we are delighted to be extending our partnership.
“Liverpool is 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.”
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