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LIVERPOOL'S FRONT OF SHIRT SPONSORSHIP DEAL IS UNDERVALUED ACCORDING TO A RECENT REPORT FROM THE SPONSOR 10:18, 03 Jun 2025 The commercial revenues at Liverpool have been a significant

factor in driving forward the financial health of the club and its ability to invest at a high level into the product on the pitch. For the 2023/24 financial year, the most recently

published accounting period, the Reds made £308.4m in commercial revenue, a bump of 13% year on year from the £272.5m figure that it stood at in 2023. Success on the pitch and hiring the

right people off it to leverage that success and tie it in with the brand and its culture, as well as having the best in class in place to activate on deals with partners and keep them happy

and willing to renew, which has been part of the Liverpool success story, have been key to the growth. Commercial revenue for Liverpool, which was the second largest in the Premier League

for 2024, has risen £120m since 2019, and that figure is set to rise even higher with the addition of major partners in the financial year just ended, such as Japan Airlines, while the new

kit partnership with Adidas will be factored into the 2025/26 financial year, which began this week. READ MORE: Jurgen Klopp would have to break final Liverpool promise as radical Man United

plan emergesREAD MORE: Rayan Cherki responds to Liverpool question as major hint dropped over transfer When speaking to the ECHO last month, Liverpool’s chief commercial officer Ben Latty

stated that it was the aim of the club to become “the most impactful partnerships platform in sport and entertainment”. Analysis from The Sponsor, one of the leading publications that

focuses on the global sponsorship industry, appears to back up Liverpool’s confidence when it comes to what can be achieved commercially. Article continues below One of Liverpool’s main

pieces of sponsorship inventory is that of the front of shirt space, which has been occupied by financial firm Standard Chartered since 2010, a deal that at its latest renewal in 2023 was

said to be worth £50m per season. The Sponsor’s 2025 Premier League Fair Market Sponsorship Values report places Liverpool, like last year, at the summit of the commercial rankings with a

front-of-shirt valuation of £65.9m, up from last year. The Sponsor analysis believes that the current deal is £15.9m undervalued from the reported £50m, although additional clauses related

to competitive performance that may possibly drive that sum up haven’t been calculated. Sean Connell, editor of The Sponsor, told the ECHO: “Liverpool’s sponsorship value has surged from

£37.8m during their Champions League absence a few seasons ago to £65.9m today. If Arne Slot can maintain the on-field performance, then the club will be in an excellent position to command

a significant uplift on their current Standard Chartered deal when it expires in 2027. “Keeping hold of stars like Mo Salah and Virgil van Dijk has also been critical to Liverpool’s

sponsorship value. Their presence helps partners activate more effectively. Salah’s recent viral celebration with Google Pixel shows how player moments can double as global brand

endorsements. It keeps Liverpool culturally relevant and that’s exactly what top-tier sponsors are buying into.” The Sponsor report stated that Liverpool's commercial strength was

underpinned “by a rare combination of assets: sustained on-pitch success, global cultural relevance, an elite playing squad, and a global fanbase renowned for both scale and engagement”.

Stars such as Salah and Van Dijk, coupled with Liverpool’s visible commitment to social issues and community impact, made the club one of the most attractive and well-rounded platforms for

global brands to partner with. The report also claimed that the Reds’ sleeve sponsorship value had jumped 25% to £31.4m, buoyed not only by its own brand strength but also by

benchmark-setting deals elsewhere in the league, including Manchester City’s £55m sleeve partnership with OKX and Manchester United’s £20m deal with DXC Technology. Of the Reds’ rivals,

Manchester City’s £67.5m deal with Etihad Airways was viewed as overvalued by £3.7m, while third-placed Manchester United’s £60m deal with Qualcomm (Snapdragon), was seen as being £8.9m

overvalued, the largest overvaluation among Premier League clubs by some distance. The Sponsor methodology to reach Fair Market Value, which is a rule in play with the Premier League after

being voted through after the takeover of Newcastle United by the Saudi Arabian Public Investment Fund, uses a number of different metrics. Each club’s sponsorship strength is evaluated

relative to its peers using a weighted scorecard based on the criteria most important to senior brand marketers. These criteria are identified via a survey of The Sponsor’s audience of

marketing leaders and grouped into three categories; reputation, audience and contribution. Article continues below Brand reach was weighted most heavily, reflecting its importance to

sponsors. The strength scores were then compared with publicly reported sponsorship values from trusted media outlets such to identify market trends and anchor points. Polynomial regression

was then used and a market curve was generated to map sponsorship strength to value, producing a Fair Market Value for each Premier League club’s front-of-shirt and sleeve assets.