FSG ‘to better Manchester United’ after £60m+ Liverpool reveal – Exclusive
Fenway Sports Group are constantly looking for new ways to increase Liverpool revenues.
The American investors have been criticised for a lack of spending on the pitch, but they have always had the commercial interests of the Anfield club in mind.
The latest estimate from Dan Plumley is that the Reds’ revenues could exceed £600m after their exploits this season, and that is showing with their business in the transfer market this summer.
FSG are backing Arne Slot early to attempt to retain the Premier League title, and a potential new partnership could further their ability to spend.
Liverpool backed to seal new Standard Chartered deal
Liverpool‘s current contract with front-of-shirt sponsor Standard Chartered has been in place since before FSG took over the club in 2010 and expires after the conclusion of the 2026-27 season.
Football finance expert Kieran Maguire believes that the Reds could match the sponsorship deal that arch-rivals Manchester United have and maybe even better it, if they agree to retain the banking giants.
Speaking exclusively to Liverpool News, he said: “Standard Chartered love Liverpool so they are in a very strong position. They should be able to match Manchester United at £60million.”
Asked whether a new agreement could put them ahead of the Red Devils, Maguire replied: “It could have bonuses which would make that be the case.”
FSG can increase Liverpool sponsorship value
The value of any potential deal will surely increase with the more success that the L4 outfit taste before the current contract is up.
If Slot’s side keeps winning the biggest honours, the more exposure a sponsor will have, especially when it is front and centre on their shirts that the likes of Mohamed Salah and Virgil van Dijk wear.
They are clearly pushing to secure their crown for a second successive campaign with the signing of Jeremie Frimpong and deals for Milos Kerkez and Florian Wirtz in the works.
Liverpool have already secured a lucrative agreement with German sportswear brand Adidas to manufacture their kits rather than Nike going forward.
That deal is reported to be in the region of £60m, as opposed to the current agreement with the American firm that nets the champions £30m-a-year plus a 20 per cent royalty.
Any more potential incoming will only serve to benefit the club going forward, whether it is from extending their terms with the finance firm or FSG finding a new partnership.