Liverpool attempted to hijack Arsenal’s sponsorship deal with Emirates prior to the Gunners’ recent renewal, according to a report.
Lukasz Baczek reports that Liverpool FC attempted to hijack Arsenal’s new sponsorship deal with Emirates, with the Merseyside club exploring options for a new sponsor to replace Standard Chartered on the front of their shirts.
Baczek adds that the two deals could not overlap, so if Liverpool had successfully convinced Emirates to sponsor them instead, Arsenal wouldn’t have been able to extend their agreement.
Liverpool still have a deal with Standard Chartered as it stands, but they’re reportedly looking for a change in 2027/28.
Initial reports suggested Arsenal were set to extend their Emirates sponsorship deal to 2032, but the club have since confirmed an agreement to 2033.
The deal includes Arsenal’s front-of-shirt sponsorship, training kit sponsorship, and naming rights to the club’s stadium.
Arsenal are reportedly set to earn £65m over the next two seasons (up from their existing £60m agreement for those same two seasons).
After that, the deal will increase to £75m per season, and there are also bonuses of up to £10m-15m for winning the Champions League or the Premier League.
Outgoing Arsenal CCO Juliet Slot reportedly agreed the extension in one of her final acts of business at Arsenal. Slot will depart the club later this year.
Arsenal have already been sponsored by Emirates for 20 years now, and the new agreement will take that to 27. The existing stadium naming rights deal had been agreed in 2012, and the kit deal was agreed in 2023, but both were set to expire in 2028.
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