'It's A Brilliant Deal' - Finance expert drops verdict as Liverpool sponsor agreement close

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Credit: Imago Mon 20 October 2025 7:00, UK Liverpool’s new front of shirt sponsorship deal could be one of the biggest in Europe which would only be able to be matched by Barcelona and Real Madrid.That is according to football finance expert Dan Plumley who has exclusively told Football Insider why Liverpool may be able to secure a huge new deal.Liverpool agreed a £60million kit deal with Adidas after deciding to switch from Nike who had been their provider for five seasons. Such deals have culminated in Liverpool being on course to beat their club record revenue, with turnover potentially breaking £700m.Credit: Getty ImagesLiverpool’s new Standard Chartered deal could be worth £70mLiverpool could renew their front of shirt sponsorship deal with Standard Chartered, and speaking exclusively to Football Insider, Plumley explained the effects of the Reds securing £70m from such an agreement.

“If it is £70million it is a really good deal if you look at the wider European market and Liverpool’s certainly competed with the biggest and best clubs in that market,” Plumley said.“The Real Madrid, Barcelona deals they’re in similar ball parks 70million euros, with Emirates and Spotify, so that’s the market you’re in. “If it is in the region of £70m it’s a brilliant deal based on the market conditions and again testament to success on the pitch.

Liverpool were Premier League winners last season, a couple of really successful seasons in the Premier League, it is that which drives the value up as well as being in the Champions League and all the other things that they’re doing.” Credit: ImagoStandard Chartered deal would show there is ‘loyalty left in football’Standard Chartered have been front of shirt sponsors at Liverpool since 2010, and Plumley explains why the Reds may be about to stick with the British bank.“Sometimes I think there is a bit of loyalty left in football, Standard Chartered have been with Liverpool for 15 years now and it’s obviously a long-term relationship which is working,” Plumley said.“It is conceivable that Liverpool maybe could get a better deal elsewhere, but again if you look at the market and where the cap is it’s set where Real Madrid and Barcelona are so if someone is prepared to go higher then they’ve got to go out on a bit of a limb from a sponsorship point of view. “For Liverpool, an increase on the previous deal which it is, they’ll think about that and go there’s a good relationship here which works and why are we trying to upset that as well.”