Report: Liverpool "flexibility and agility" key to completing mega deal

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Liverpool announced a record-breaking deal with Turkish Airlines to become the new headline shirt sponsor, replacing Standard Chartered after 17 years. Speaking on Football Insider’s Inside Track podcast, he explained that Liverpool have demonstrated over the course of their 17-year relationship with Standard Chartered that they are malleable and fluid in catering to the needs of their headline sponsor.

“And if it’s a long period, then I think you’ve got a successful deal, and in this case, Standard Chartered coming in at 17 years signals a lot to sponsors that it works “Obviously Standard Chartered have felt they’ve had a very good return on their investment, and it shows that the club have listened and have been a good partner in a sponsorship. “Turkish Airlines will find Liverpool, I think, to be a very good partner in terms of their flexibility and agility in terms of trying to fit their needs, and I think they will have a long-term sponsorship.

“I mentioned before when I was at Everton, Chang was a long-term sponsor, and it’s so important that you get to know your sponsor over that period of time and you listen to what they’re trying to do. “That saves you a lot of hassle, and that’s what I think is the biggest saving to keep these repeat renewals going for a long period.” Michael first started supporting Liverpool after Istanbul in 2006.