Liverpool’s Most Memorable Sponsorship Contracts

Liverpool FC is one of the most well-known clubs in the world and one of the most successful clubs in England, having won 19 top-flight league titles, eight FA Cups, and six European trophies.

It has had many different sponsors over its long history, including casinos recommended by all the top-rated review sites providing tips for gamblers as well as clothing companies and even breweries! And each one has left a lasting impression on both the club and its fans. Here are some of Liverpool's most memorable sponsorship contracts:

  • Carlsberg
  • Standard Chartered
  • Candy
  • New Balance
  • Hitachi
  • Crown Paint
  • Umbro
  • Adidas


Liverpool fans are known for their love of beer, and the club's partnership with Carlsberg has been a significant part of the team's identity for many years. However, when they're not cheering on their beloved team, many fans also enjoy playing casino games online. Most of these casino enthusiasts look for recommendations at and read their online casino reviews. This is an essential step for those who want to find a reliable and trustworthy online casino that's perfect for their gaming preferences.

Carlsberg has been a main shirt sponsor of the club since 1992, and the sponsorship lasted until 2010 when Standard Chartered took over as the official shirt sponsor. Despite this, Carlsberg remained one of the sponsors until now. The brewery even created a unique beer inspired by the famous Carlsberg red Liverpool kit to honour the club.

Standard Chartered

Standard Chartered is a British bank that has been Liverpool's sponsor since 2010.

In addition, with Liverpool Aiming to become gaming capital of the world, Standard Chartered still sponsors the club from the city that is becoming a gaming hub. Their logo is on the club's shirt, and they are one of the most successful sponsors in Liverpool's history.

Jordan Henderson

Moreover, the contract is said to last until 2027, which means it will be one of the longest-running deals in Premier League history. The deal also includes rights to the club's woman's team.


Candy is a subsidiary of Haier, a Chinese multinational consumer electronics manufacturer which produces domestic appliances for the Italian market. Candy was Liverpool's shirt sponsor from 1988 to 1992. The company sponsored the club when they won the First Division Title in 1989-1990.

After that, the club didn't win another title for the next 30 years! You can buy a retro jersey sponsored by Candy at Liverpool's official webshop. A number of legendary Liverpool players wore Candy-sponsored jerseys during this period of the club's history, including Alan Hansen and John Barnes.

New Balance

New Balance was the official kit supplier to Liverpool from 2015 until the present. In 2020, Liverpool tried to switch to sponsorship with Nike, but New Balance matched the proposed amount and remained the sponsor.

Fun fact: Liverpool won Premier League Title in 2019/2020 after 30 years, and they did it in New Balance jerseys. In 2019, they had purple jerseys designed by New Balance, an unusual choice considering they usually wear red.


Hitachi is a hundred-and-thirteen years ols Japanese multinational conglomerate corporation headquartered in Chiyoda, Tokyo. In 1979, Liverpool had a three-year deal with Hitachi until 1982. During this time, Liverpool won three First Division titles and one European Cup with players such as Kenny Dalglish and Graeme Souness (who also wore Hitachi Liverpool jerseys).

This was Liverpool's most lucrative shirt sponsorship, allowing them to increase their revenue by 50%. With Hitachi emblazoned on their jerseys, Liverpool was the first team in England to have a sponsor on their shirts.

Crown Paints

Crown Paints is a major paint manufacturer based in Darwen, Lancashire, founded in the 1850s. In its earliest days, it was known as WalPaMur, after the initials of the Wall Paper Manufacturers' Company. Crown Paints sponsored Liverpool from 1982 to 1985. Over the course of this time period, Liverpool won one European Cup and three First Division titles.

Shop Liverpool FC Retro Collection

Furthermore, the yellow away kit worn by Liverpool during that era was one of the most remarkable jerseys in club history. These were v-neck jerseys which were quite unique, thanks to the sponsor! During Crown Paints' sponsorship of Liverpool, the club also wore Umbro and Adidas jerseys.


Liverpool has had a lot of different sponsors in their history. And while most people might not know the exact name of the company that sponsored Liverpool during the late 1980s, they'll certainly recognise the logo: it was Umbro. They were the official kit manufacturers before the club started adding sponsors to their jerseys.

The two were inseparable during this period; their partnership lasted from 1973 to 1985 and included one FA Cup win and four European Cup titles. They also won more cups together, including UEFA Super Cup and two UEFA Europa League Cups.


German multinational company Adidas AG is headquartered and operates in Herzogenaurach, Bavaria, where it designs and manufactures footwear, clothing, and accessories. After Nike, the company is the second-largest sportswear manufacturer in the world.

Adidas and Liverpool had sponsorship deals two times: from 1985 to 1996 and then again from 2006 to 2010. In this timeframe, Liverpool had green kits even if green is not their official colour because it was part of their sponsorship deal with the brand. Liverpool also won three First Division titles and the FA Cup during this deal!


Liverpool has had a lot of different sponsors in their history. The club has always been able to find sponsors that suit them, which shows how much potential there is for other clubs to do the same thing. It's important that you don't just look at what other clubs are doing but also think about what would work best for your own team and fans.

Share This Article