Liverpool FC Sponsors 2025-2026

Although we’d all love to live in a world where football clubs didn’t need sponsors, the reality of the capitalistic nature of the modern sport is that sponsors are almost as important as the players that take to the pitch on a weekly basis.

For Liverpool, there are a whole host of different companies that have signed sponsorship agreements, with the club’s advancements in the field allowing us to compete with some of the biggest teams in the world on a financial front. Some of the sponsors you will doubtless know all about, whilst others might not be all that high on your radar.

Sponsor List

When it comes to Liverpool Football Club, getting involved with sponsorship of the side is big business. There is a main sponsor and a sleeve sponsor, both of whom have a logo that appears on the shirt. There are then what the club itself refers to as ‘notable partners’, with each of them often gaining pride of place when it comes to the likes of the hoardings that run around the pitch on match days or by coming up with branding ideas. The nature of the language used in the modern era of football means that all companies are partners, just of varying degrees of importance.

Here is a look at the list of ‘partners’ that Liverpool work with in the 2025-2026 campaign, along with a look at what level of partner they are classed as:

Looking at the Sponsors in More Detail

Because of the nature of how accounts work for football clubs, the most recent information that we have is from the 2023-2024 season, when the club’s commercial revenue reached £308 million, which was a record for the Reds. The exact information about how much money is made from each sponsor isn’t something that we can talk about with any degree of certainty, however.

@adamthecco Liverpool have the most valuable front of shirt sponsorship space in the premier league, with Manchester United’s dropping £15m 🤯 #liverpoolfc #manchesterunited #astonvilla #newcastleunited #footballtiktok ♬ original sound – AdamTheCCO | Sports Marketing

What we can do, though, is have a look at the most important sponsors in a bit more detail, exploring the relationship and what it means for the football club. Obviously the list above is too long to be looking at each subject in-depth, but we can look at the main and principal partners a bit closer.

Standard Chartered

Whilst clubs up and down the land have all but sold their souls by opting for a cryptocurrency provider or a betting company as their front of shirt sponsor, the same is not true of Liverpool. The Reds have seen Standard Chartered on the front of their shirts since the September of 2009, with the finance company extending that sponsorship numerous times. The current deal is set to last until the end of the 2026-2027 campaign, with rumours suggesting that it is worth as much as £50 million a year for the Anfield club.

Sometimes I think it’s gross that Liverpool has Standard Chartered plastered on their chests. But then there’s Brentford with “Hollywood Bets.”

— Max Riffner (@maxriffner.bsky.social) 17 February 2024 at 14:16

It is a company not without controversy, though, and more than a few Liverpool supporters would be pleased to see it end. Even if we ignore the likes of the $1.1 billion fine paid in 2019 for money laundering deficiencies or the rumours of manipulating the South African rand that came to a head in 2023, one of the biggest issues that most fans have is in the fact that whistleblowers have suggested that the bank carried out transactions for terrorist organisations. The bank also endorsed China’s crackdown of human rights in Hong Kong and is accused of supporting Israel’s genocide in Palestine.

Adidas

When the 2025-2026 Premier League season got underway, Liverpool players took to the pitch with shirts made by Adidas for the first time in more than a decade. It was a great sight to see, after the club had spent several years with kits made by the likes of Warrior, New Balance and Nike. The deal with Adidas, on the surface at least, was worth £60 million a season, but things are a little bit more complicated than that. As with any kit deal, there is a likelihood that the club will also take a percentage of kits sold, which stood at 20% in the deal with Nike and is likely to be around that figure here, too.

The fact that Adidas are back as the club’s kit manufacturer also means that the club shops can be filled with retro shirts from years of old. The German sportswear brand made some brilliant kits in the 1980s and 1990s as well as in the 2000s, so they can kit the stores again and both the Reds and Adidas will make money from sales of those kits. Add in the possibility of bonuses should Liverpool win the likes of the Premier League or the Champions League and it isn’t hard to see how the agreement will be a financial beneficial one for the Reds if they’re successful.

AXA

When it comes to names of companies associated with Liverpool, AXA might well have the best deal of them all. Although many supporters might struggle to tell you what it is that AXA do, there will barely be any that won’t know the name of the place where the players train on a daily basis. The AXA Training Centre welcomed the first-team for the first time in the November of 2020 when it replaced Melwood as the principal training facility. The deal with AXA to be naming partners was an extension of the one that had previously seen them sponsor the club’s training kits, which they also continued to do.

 

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Although the financial details of the deal weren’t revealed, it is believed to be worth in the region of £20 million a year. When Liverpool bought back Melwood in order for the women’s team to train there, the official name of the location became the AXA Melwood Training Centre. The commitment between the Reds and the insurance giants was signed until 2029, although it is likely that that will be extended if they are willing to increase the sponsorship amount in line with the club’s success in recent seasons. Certainly their name recognition is as good as either of the main partners.

Expedia

The final main partner that Liverpool have a sponsorship agreement with is Expedia. The online travel agency is based in Seattle, but is arguably one of the best known such companies in existence today. They began sponsoring the Liverpool men’s and women’s teams in the October of 2020, signing a deal believed to be worth in the region of £9 million a year.

That deal was extended  in the March of 2023, continuing to see Expedia’s logo appear on the arm of the Liverpool kits. It is believed that the new deal was worth closer to £15 million per season, increasing Liverpool’s commercial revenue.

“No matter where you’re from, Anfield is our home.”
@Expedia are there for the whole journey ❤️⚽️ #ad pic.twitter.com/SUOod8qsgy

— Liverpool FC (@LFC) June 3, 2025

For their part, Expedia not only get pride of place on the arm of the Liverpool kits, the company also gets to offer supporters the likes of deals on hotels, flights and car hire. There are often the likes of competitions and other experiences offered by Expedia, which promise the likes of travel and an overnight stay in the city, all on Expedia’s dime. It is the sort of deal that has allowed the commercial revenue brought in by the Reds to outstrip most of our rivals, with only the likes of Manchester City’s somewhat dubious agreements earning their club more than Liverpool do.