This is indeed a very good news, right after we beat Burnley 4-0 for a back-to-back win at Anfield. Association with Carlsberg has always brought on some issues with fans from around the world. Firstly because Carlsberg is a brand of a beer, and secondly muslim fans are not really comfortable with brandishing a name linked to beer on their chest.
There is talk of the power-that-be being uncomfortable with the idea of beer being associated with sports and might come up with new rulings to put a stop to it. So, this new deal is timely for the future if ever there is a new ruling.
But most importantly, this new sponsorship will now be able to tap into the huge 'muslim' markets from around the world. There will be more fans who would at last be able to buy a genuine Liverpool merchandise without feeling guilty of brandishing something that is 'haram'.
All of my LFC jerseys bought during the Carlsberg era are from Golok without the Carlsberg logo but with the word 'Liverpool' designed to look like the Carlsberg logo. But starting next year, with Standard Chartered's logo, I would at last be able to buy an authentic LFC jersey which will ensure LFC receives the funds generated from the sale.
There is also some questions from fans on the subject of morality in which it is said that there is no difference between a beer and a bank. Both are put in the same boat with the word 'devil' written on its side. Well, fans can have their own personal arguments and make their decisions afterwards. As for me, I am just glad that LFC is at last making some efforts in realising its potential in the merchandise department. And at the same time, I am hoping that the £80M will not all go into the pockets of the americans.
(photo taken from http://www.telegraph.co.uk/sport/football/leagues/premierleague/liverpool/6186690/Liverpool-agree-80-million-shirt-sponsorship-deal-with-Standard-Chartered-Bank.html)