In 2017, the Reds became one of the first Premier League clubs to capitalise on new rules allowing for the sale of advertising space on the left sleeve of each team’s shirts.
They quickly struck what was initially reported as a five-year deal with American financial services company Western Union worth £25m in total.
However, the agreement has come to an end just three years on, resulting in Liverpool launching their new Nike kit for the 2020-21 season without any sponsorship included on the sleeve.
Western Union have now revealed that they elected not to extend the partnership despite being ‘proud’ of its success in recent years.
A statement issued to Standard Sport read: “Western Union’s sponsorship of Liverpool Football Club has been very successful for both our business and our brand and we are very proud of what we and the club have achieved over the last three seasons.
“However, we evaluate all of our activity, including sponsorships, on a regular basis, and as our business and brand needs and objectives continue to evolve, we have made the decision not to continue with the Liverpool Football Club sponsorship beyond the end of this season.
“We wish Liverpool FC continued success in the future and would like to thank everyone at the club for their support over the years.”
For their part, Liverpool believe they are in a good place to consider their options in terms of new sponsors off the back of a trophy-laden period overseen by Jurgen Klopp.
That will no doubt be one of the first priorities for the club’s new commercial director Matt Scammell, who made the move to Anfield last month following nine years at Manchester United.
The Reds are prepared to be patient in their search for a new shirt sleeve sponsor though they could, in theory, add one to their jerseys once the season is underway.
Kits must usually be submitted for Premier League approval during an eight-week window in the summer, but additions can be made mid-season with approval of the board.