Liverpool’s commercial portfolio carries a logic to it. Standard Chartered has held the front of the shirt since 2010. AXA landed the training kit and naming rights to the Kirkby facility in 2019, a deal extended to 2029. Ladbrokes joined as the club’s official betting partner, covering Anfield branding and the Women’s side. FSG makes these decisions deliberately and holds them for years.
On 4 August, Manchester United changed one figure that Liverpool’s commercial team will now have in mind. Betway took United’s training kit slot in a deal worth in excess of £20m per year, which SportsPro described as the most valuable standalone training kit arrangement in world football. The agreement covers the training kit, exclusive global betting partner designation, and branding across both Old Trafford and the Progress with Unity Stadium.
Gambling Brands Found a Different Surface
From the 2026/27 season, front-of-shirt gambling sponsorship no longer runs in the Premier League. That voluntary ban reshaped where bookmakers put their commercial budget, and the leading betting apps available to UK players did not step back from football. They moved into training kit positions, sleeve slots and stadium perimeter boards instead.
A training kit worn at every press conference, training ground release and pre-match walkout provides exposure across the full week rather than just 90 minutes on a Saturday. At a club with United’s international reach, that visibility travels through global media in the markets where a bookmaker is building presence. Super Group chief executive Neal Menashe specifically cited United’s fanbase across Africa as the rationale, where Betway has established market positions.
The deal is Betway’s largest commercial commitment to date. It also establishes a market rate for what top-tier training kit inventory is worth at a club operating at that level of global recognition.
Liverpool’s Training Kit Slot Is Spoken For Until 2029
AXA’s deal at Liverpool covers more than the training kit. The arrangement includes naming rights to the facility in Kirkby, which operates as the AXA Training Centre, adding an infrastructure dimension which makes it structurally different from United’s and harder to replace. According to SportsPro, United held its own slot open after Tezos expired, calculated that Champions League qualification would justify a premium, and the figure they secured proved that right.
Liverpool could run the same calculation. The training kit slot next comes to the table in 2029. The question FSG face is not whether the market for this inventory exists – it clearly does – but what terms are acceptable and to whom.
Ladbrokes Holds the Ground-Level Position at Anfield
The betting sector has a presence inside Liverpool’s commercial portfolio. Ladbrokes was confirmed as official betting partner in a deal covering branding at Anfield and commercial involvement with Liverpool FC Women. A major bookmaker holds the ground-level position. Training kit inventory would represent the next tier up.
FSG Will Negotiate Against This Number
The club FSG are building heading into 2029 looks different from the one which came through a difficult 2025/26 season. Andoni Iraola’s arrival as head coach changed the commercial conversation around Liverpool, and recruitment over the past 12 monthsh has signalled a clear intention to compete at the top level again.
Liverpool’s global fanbase is comparable to United’s in scale. The club’s Champions League record, the Women’s side and Anfield’s international profile give it equivalent leverage when the training kit auction next opens.
FSG have kept gambling advertising off the front of the shirt since Standard Chartered arrived in 2010. Training kit inventory sits on a different commercial logic, and the two positions can coexist at the same club without contradiction.
When AXA’s deal expires, three routes sit on the table: extend with AXA on revised terms, find a non-gambling partner at comparable value, or weigh up whether a bookmaker prepared to meet the market rate makes commercial sense for where Liverpool are in 2029. None of those questions will be answered before then, but United’s deal puts a price on all of them.