14 Sep 2009

Liverpool sign major new sponsor

7:20 pm on 14 September 2009

The English football club Liverpool have announced a sponsorship deal with British bank Standard Chartered, reportedly worth $190 million over four years.

The deal starting in July next year is the "largest commercial agreement in the English football giant's history," a statement on the club's website says.

Media reports suggest the deal is worth close to $50 million per season, which would equal the most lucrative ever in English football, but this could not be confirmed.

The figure would match the deal struck by Manchester United with Aon Corp, the American financial giant earlier this year.

Under the Liverpool deal, the bank's logo and name will replace Carlsberg as the main sponsor on the English Premier League club's shirt, ending a 17-year relationship with the side.