Released: New Liverpool Home Jersey
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Cheer up, lads! Liverpool captain Steven Gerrard leads glum Liverpool stars in modelling new home strip
Many Liverpool fans have long banished this current campaign to history and so turned their attention to 2010/2011.
Thoughts of ending their 20-year top division title drought is uppermost in their imaginations yet few honestly believe the club have a realistic chance.
But now those tortured supporters have been given a more definitive glimpse of future with the launch of a new home kit.
Home banker: Liverpool's new kit bears the new sponsor 'Standard Chartered'
Emblazoned with the logo 'Standard Chartered' - a global bank who tout the ironically apt tagline 'Restoring trust and supporting recovery' - the all red strip is, according to makers adidas, aimed to convey the pride and passion the fans have for the Liverpool red.
The new deal is worth a staggering record £80million to the Anfield club spread over four years and brings to an end a 17-year affiliation with Carlsberg.
'I think it is really nice, as I say always, no matter what,' said goalkeeper Pepe Reina. 'If it brings luck everything is fine for me.'
Jamie Carragher echoed his No 1's thoughts: 'Lovely! We always like the shirts you can win something in so hopefully we can do that and that is how the shirt will be remembered.'
Managing director Christian Purslow confirmed at the time the deal with Standard Chartered was announced that it would increase Liverpool's transfer kitty.
A free beach towel and bag will be sent to all those who move quickly and pre-order the kit from the club's online shop - Liverpool will be hoping they can be rolled out at seaside resorts across the continent during another European adventure next year.
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Fernando Torres's first kit: "It was an Atletico Madrid shirt - one of the classical red and white ones. I had Kiko's name on the back because he was my hero when I was growing up. I still have the shirt. Now my little girl has a Liverpool baby kit with 'Daddy' and '9' on the back.
Jamie Carragher's first kit: "I don't want to talk about that on Liverpoolfc.tv! I did have England kits when I was young though. Now I see the odd 'Carragher' shirt in Liverpool - it didn't happen at first but there's one or two now."
Steven Gerrard's first kit: "My first Liverpool kit was a Crown Paints one and I remember it was a bit itchy. They've moved the kits on really well since then with all the technology they've got. They're a lot more comfortable, a lot lighter and a lot better to play in these days."
