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Club brand history

Standard Liège kit makers and shirt sponsors, 1970-71 – 2026-27

Covers the men’s first team: the kit manufacturer and main front-of-shirt sponsor each season, from 1970-71 onwards.

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Manufacturer and sponsor timeline

57 seasons · 8 kit makers · 16 shirt sponsors
Shirt sponsor
TexacoOrbis AssuranceNovaBricout PétroleMaes PilsBanque NagelmackersOpelCirioRandstadAle TeledisEuro FinancesBASEGeneralie-lotto.beBASEVooCircus
Shirt sponsors, oldest first · swipe
  • Texaco ’72–’73
  • Orbis Assurance ’73–’74
  • Nova ’74–’75
  • Bricout Pétrole ’75–’76
  • Maes Pils ’76–’83
  • Banque Nagelmackers ’83–’85
  • Opel ’85–’97
  • Cirio ’97–’00
  • No sponsor ’00–’01
  • Randstad ’01–’03
  • Ale Teledis ’03–’06
  • Euro Finances ’06–’07
  • BASE ’07–’09
  • Generali ’09–’10
  • e-lotto.be ’10–’12
  • BASE ’12–’18
  • Voo ’18–’24
  • Circus ’24–now

Bar widths are to scale: one season, one slice. Click a maker to jump to its era.To scale. Tap a maker to jump to its era.

Grouped by maker era. Identical maker and sponsor years are collapsed into one row. Yellow chips link to our sold-price pages. Source on eBay opens live eBay listings.

Maker not confirmed

1970-71 to 1976-77
1970-71 to 1971-72
No shirt sponsorSource on eBay
Early makers blank (in-house on archive). Shirt sponsors were not allowed in Belgian league and cup matches until 1972-73.
1972-73
Texaco first shirt sponsor.
1973-74
Orbis AssuranceSource on eBay
1974-75
1975-76
Bricout PétroleSource on eBay
1976-77

adidas

1977-78 to 1978-79
1977-78 to 1978-79
adidas take over.

Maker not confirmed

1979-80
1979-80
Maker blank 1979 (adidas ends; Le Coq from 1980).

Le Coq Sportif

1980-81 to 1988-89
1980-81 to 1982-83
Le Coq Sportif take over.
1983-84 to 1984-85
Banque NagelmackersSource on eBay
1985-86 to 1988-89
Opel begin long run.

adidas

1989-90 to 2002-03
1989-90 to 1996-97
adidas return.
1997-98 to 1999-00
Cirio replace Opel.
2000-01
No shirt sponsorSource on eBay
No season-long shirt sponsor on archive.
2001-02 to 2002-03
Randstad.

Umbro

2003-04 to 2007-08
2003-04 to 2005-06
Ale TeledisSource on eBay
Umbro take over; Ale Teledis.
2006-07
Euro FinancesSource on eBay
2007-08

Diadora

2008-09 to 2009-10
2008-09
Diadora take over.
2009-10

Maker not confirmed

2010-11
2010-11
e-lotto.beSource on eBay
In-house maker season blanked; e-lotto.be sponsor.

Joma

2011-12 to 2014-15
2011-12
e-lotto.beSource on eBay
Joma take over.
2012-13 to 2014-15

Kappa

2015-16 to 2016-17
2015-16 to 2016-17
Kappa take over.

New Balance

2017-18 to 2020-21
2017-18
New Balance take over.
2018-19 to 2020-21
Voo replace BASE.

adidas

2021-22 to 2024-25
2021-22 to 2023-24
adidas return.
2024-25
Circus replace Voo (FKA; FootyLogos lists Circus Daily chest branding).

Macron

2025-26 to 2026-27
2025-26 to 2026-27
Macron take over (FKA + FootyLogos).

Spot a mistake? Tell us — we update the table when sources clarify.

Sources: club records, kit archives and contemporary news.

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