Liverpool FC endured a tumultuous run in the Premier League 2022-23 season to finish outside the top four and miss out on the Champions League berth. This is, however, not their worst finish under head coach Jurgen Klopp as the Merseyside team finished in the eighth spot in his first season as manager in 2015-16.
However, missing out on a Champions League spot can have implications on the new sponsorship deals for the club in the upcoming season as most companies look to invest in the teams qualifying for the major European league.
In 2022-23, Liverpool FC was the fourth highest earner from sponsorship among the Premier League clubs and finished with a value of £144m. The club generated 83% of its sponsorship revenue from its top-five sponsors – Standard Chartered Bank, NIKE, AXA, Expedia, and Carlsberg.
The Standard Chartered Bank is the main sponsor for Liverpool since 2010. The multinational bank has an agreement of $53.5m per year with the club and holds the center logo on the matchday kits of Liverpool FC. The bank and the club announced their contract extension in 2022, which will see them as the sponsors till the conclusion of the 2026-27 season.
The club’s kit sponsor and global merchandise giant Nike contribute $39.4m annually. Liverpool has a multi-year contract with Nike for the 2020-21 season. However, it is noticeable that their current official kit supplier Nike pays less than their previous sponsor New Balance as the American sportswear company offered $39.4m every year.
Meanwhile, Liverpool saw an increase of £10m per year on the current agreement with their official sleeve partner Expedia. The deal fetches the club £50m annually from the Seattle-headquartered American online travel shopping company. In 2023, both parties extended the deal for another four years.
Interestingly, the club’s longest-serving partner for over three decades is the Danish beer brand Carlsberg. Their term as the club’s official partners will conclude after the 2023-24 season, with a chance of extending the contract.
Apart from Standard Chartered (Official Main Partner) and Nike (Official Kit Supplier), the list of official partners for the 2022-23 season includes:
The list of official partners for the 2022-23 season includes:
| Carlsberg |
Wasabi |
Vista |
| SC Johnson |
Kodansha |
Sonos |
| Sorare |
EA Sports |
Mauritius Tourism |
| Monster Energy |
Nivea |
Petro Canada |
| Extreme |
Think Masters |
Coca-Cola |
| Quorn |
Cadbury |
Interwetten |
| Joie |
Cardless |
Alex Bank |
The overall revenue for Liverpool FC in the 2021-22 season rose by £107m to £594m. Although their media revenue fell by £5m to £261m, the other branches chipped in with massive gains. Such as the matchday revenue for the club rose by £83m to £86m, and the commercial revenue for the club rose by £29m to £247m, which also accounted for the rise of administrative costs by £69m to £545m.
