Liverpool has the most valuable front-of-shirt deal in the Premier League

Liverpool has the most valuable front-of-shirt sponsorship deal in the Premier League, a new fair market report has revealed.

The Reds’ reported £50m-per-season deal with financial services group Standard Chartered is actually undervalued by over £10m and should be worth £61m, according to The Sponsor’s “Premier league Fair Market Sponsorship Values 2026” report.

It sees the Merseyside club pip Manchester City to top spot, despite the Abu Dhabi-owned side’s deal with Etihad Airways being overvalued by £7m.

Manchester United’s £60m deal with chip firm Snapdragon is third ahead of Premier League champions Arsenal’s undervalued deal with airline Emirates.

Worryingly for Premier League strugglers Tottenham Hotspur, however, the fair market value of their front-of-shirt has plummeted by 40 per cent with current partner AIA also set to leave the patch of prime advertising real estate at the end of next season.

Liverpool out in front(-of-shirt)

“Liverpool did experience a slight decline in value,” the report reads, “which allowed Real Madrid to take the top European sponsorship position with a fair market value of £63.1m.”

On the whole, however, values across England’s top flight have managed to hold despite the pending cull of gambling and casino brands from the front of Premier League shirts.

A voluntary ban of the sector appearing in the most lucrative advertising spot comes into force ahead of the new season in August, forcing half of the league’s teams to find new partners.

The Sponsor editor Sean Connell told City AM: “The challenge for Premier League clubs is not that their sponsorship assets have suddenly become less valuable.

“The challenge is that the market now contains fewer potential buyers. The removal of approximately 20 gambling brands has significantly reduced the pool of sponsors willing and able to invest £5m-£15m per year in a front-of-shirt partnership.

“As a result, the issue facing clubs is less about value and more about demand. Sponsorship values have largely held, but competition for the remaining buyers has increased dramatically.”

The league has seen Vitality expand their stadium deal with AFC Bournemouth to include the front-of-shirt deal while job site Indeed upgraded from training kits to the main event.

Crystal Palace signed on AI firm Temporal while the promotion of Coventry City to the top flight means fintech darling Monzo will feature in the Premier League.

The likes of Aston Villa, Fulham, Everton and Nottingham Forest are among those seeking new partners.