Standard Chartered will take over the main sponsorship of Liverpool Football Club from Carlsberg in 2010.

Liverpool FC and Standard Chartered Bank PLC have announced a four-year deal for the bank to become the club’s main sponsor – including the shirt sponsorship – creating the largest commercial agreement in Liverpool’s history.

The deal which will run from July 2010 to the 2013/14 season will allow Standard Chartered – among the top 25 companies in the FTSE-100 by market capitalisation – to use its major rights package to significantly increase its brand awareness across its core markets in Asia, Africa, and the Middle East.

Standard Chartered has been one of the few financial institutions which has managed to weather the financial storm. Over the last five years it has more than doubled its revenue and profits and performed consistently well.

Peter Sands, Group Chief Executive of Standard Chartered PLC, said: “This is a great partnership. We are excited to be working with such a famous global brand as Liverpool Football Club for the next four years. This is an outstanding opportunity for Standard Chartered, our customers and shareholders, and for Liverpool, its players and fans.”

Christian Purslow, Managing Director of the Premiership club told Liverpoolfc.tv: “I am tremendously excited. It’s a hugely important day in the history of Liverpool Football Club.

“This is the largest commercial agreement we have ever entered into. To have attracted a partner of the calibre of Standard Chartered Bank says everything about where we are trying to take this football club.”

Carlsberg, who has been the principle sponsor of the club since 1992, confirmed that it will not be renewing its contract of the club’s shirt sponsorship, but said a relationship would continue through different partnerships.

Mr Purslow said he was grateful of the support Carlsberg has given the club over the past 17 years and looks forward to continuing the relationship through different avenues.

Keld Strudahl, Carlsberg International Marketing Director, said: “Carlsberg has an excellent relationship with the club. We wish them the best of luck with their new shirt sponsor and we look forward to maintaining a relationship with them in the future.”