When FSG took over Liverpool from the American pairing of George Gillett and Tom Hicks, new owner John Henry had stated that he would be turning the club around and working hard on the finances of the Merseyside club.
Liverpool were in huge debt and the need of the hour was restricting, while the American hasn’t seen a lot of success on the pitch regarding trophies but a lot of commercial deals have taken place since the takeover from FSG.
This has certainly helped reduce the debt at the club to a more manageable level but has also provided the Merseyside club with brand awareness in many countries and also the financial muscle to buy players that they want.
While everyone knows about the deals with Standard Chartered, the more important ones are the smaller deals that have pushed Liverpool higher up the charts of most valuable clubs.
But taking only the Standard Chartered sponsorship into account, Liverpool still stands on a very good position of a £25m yearly payment: £5m above Man City and their deal with Etihad Airways, and £20m above Crystal Palace and their sponsorship by Mansion (Gibraltar), the online gambling company known for its flagship website, Casino.com.
New Balance became the new kit manufacturers and while they are part of the FSG group, they have been able to push the brand of Liverpool in America. Standard Chartered might be the match day main sponsors but Liverpool also have a kit sponsor, which is Bet Victor.
Many fans would remember the glory days of the Carlsberg logos as the main sponsor but the beer company is still a partner of the Reds and still can be seen on the digital hoardings at Anfield during match days.
Liverpool also have had a bit of an American barrage of sponsors with Dunkin Donuts and Subway being a couple of food outlets that have been linked with the side.
Sharp Liverpool players
There is always style when it comes to Liverpool players off the pitch, we all remember the Spice Boys, and the Reds have Hugo Boss as another partner off the pitch. This is the second year in which Hugo Boss will be providing the players with off pitch attire.
The Reds also have a deal with MG Auto, a Chinese firm. The deal is a bit of a unique one as the company would be making Liverpool themed vehicles and the likes of Philippe Coutinho, Jordan Henderson and even Adam Lallana will star in adverts for the company.
One of the newer deals was the one that Liverpool signed with Malaysia Airlines after replacing former travel partner Garuda Airlines. The need to continuously search for better deals has even led to a tie up with Konami and a greater Liverpool experience in the Pro Evo Soccer range of video games.
Funnily enough, the Reds also have an official Coconut Water Partner with Thai firm Chaokoh. South East Asia also is high on the radar for electronics with Courts Asia being just another sponsor of the club.
There are a number of other deals that the Reds are continuously trying to crack and with so many deals being completed quickly, it is no surprise that Liverpool are one of the biggest brands in the world of football.
