Liverpool finally ended their 30-year wait for the league title last season with a comprehensive points tally. They’ll be gunning to go for it again this season and not repeat a 30-year hiatus again. We look at their sponsors ahead of the 2020-21 season.
OFFICIAL MAIL PARTNER – STANDARD CHARTERED
Standard Chartered have been proud principal partners of Liverpool Football Club since 2010. The British multinational banking and financial services company has seen its logo front the Reds’ kits for a decade. Their previous deal initially worth around $38m per annum. In 2018, Liverpool and Standard Chartered penned a five-year extension to their partnership that has been beneficiary for both parties which would also see a $13m increase over the previous annual revenue. Standard Chartered have enjoyed a fruitful global exposure in their time working with Liverpool, engaging over 37 million people across the club’s platforms, and featuring the club legends of present and past times in their promotional collaborations with the club.
OFFICIAL KIT SUPPLIER – NIKE
Liverpool have signed Nike as their official kit supplier ahead of the 2020-21 season in a multi-year deal reportedly worth $39.5m per year. Liverpool’s stock has resurged over the past seasons with their renaissance as a powerhouse under manager Jürgen Klopp, at the back of which they released that their previous kit supplier, New Balance, could not be able to match the potential marketing and distribution Nike was offering, which was more congruent with their ambition. Eventually, the London High Court ruled in Liverpool’s favour, rendering their association ending with New Balance on a relatively bitter note.
OFFICIAL TRAINING KIT PARTNER – AXA
French insurance firm AXA are Liverpool’s official training kit partner since 2019. As part of the deal, AXA’s logo appears on the front of Liverpool’s training and pre-match exercise kits.
Liverpool’s partnership with Danish brewer Carlsberg was last extended in 2019 to run until 2024, making it the longest running partnership in the Premier League. Carlsberg has been sponsoring Liverpool since 1992. In August 2019, Carlsberg even released a club-themed red pilsner to commemorate their legendary former manager Bill Shankly’s decision to play in an all red kit.
Earlier this year, Liverpool signed a three-year deal with the Mauritius Tourism Promotion Authority with an aim to make the country a global tourist destination of Africa.
Last year, Liverpool upgraded their deal with MG Motor from a regional automotive deal in China to a global deal. Under the deal, MG aims to raise brand awareness across key international regions around the world, including Asia, the Middle East, Australia, South America and North Africa. The deal also grants MG in-ground branding at Anfield, image rights to first-team players, and club-themed merchandising opportunities.
Liverpool recently renewed their sponsorship deal with Petro-Canada Lubricants to include its parent company, HollyFrontier. The multi-year deal sees HollyFrontier become the club’s official oil and lubricants partner, working alongside Sonneborn and Petro-Canada Lubricants. The deal also includes in-ground branding at the Anfield and access to first team players and club legends for promotional activities.
Online contracts for difference (CFD) trading provider TigerWit has been Liverpool’s official foreign exchange trading partner since 2018.
The deal has granted TigerWit in-ground branding at the Anfield and access to first team players for promotional adverts. The two parties recently announced that they’d be expanding their partnership furthermore, after enjoying a successful two years together.
Tribus has recently been announced as the club’s official global wristwatch and timing partner in a ‘long-term’ partnership ahead of the 2020-21 season. Tribus released a club-themed TRI-08 Premier League Champions Special Edition to celebrate Liverpool’s Premier League win with their crest embossed on the watch. As part of the deal, Tribus will have branding rights at Anfield and across Liverpool’s digital content, along with access to first-team players and club legends for promotional activities.
Last year EA Sports signed a multi-year deal with Liverpool as their official video games partner via their annual FIFA video game series. The deal also ended Liverpool’s three-year run with FIFA’s biggest commercial rival, Konami’s Pro Evolution Soccer. The deal sees them produce exclusive content for the club’s social media channels as well as an exclusive club-themed FIFA package.
Meat-free alternative brand Quorn has recently signed a multi-year deal with Liverpool as their new sponsor.
As part of the deal, Quorn will look to provide vegan and vegetarian food options to the fans on matchdays. They will also work with the club’s nutrition team to provide high-protein meal alternatives to the players.
Global confectionary giants Cadbury have recently signed a deal with Liverpool as their official chocolate partner. They celebrated the deal with limited-edition club themed chocolate bars. As part of the deal, Cadbury will be supporting the club’s virtual employability program – a service for helping those who have lost their jobs or are at the brink of it because of the COVID-19 pandemic.
Liverpool signed cyber storage specialists Acronis as their official global cyber backup and storage partner towards the end of last year. The deal sees Liverpool employ the brand’s software to optimise their data management system and improved cyber backup and cloud solutions.
Telecom giants Vodafone have been offering online connectivity to the low-income Liverpool households. The wake of the COVID-19 pandemic has left many day-to-day tasks being carried out over video calls and other remote measures, making things all the harder for people who can’t afford a feasible internet at home. Apart from online connectivity, Vodafone will also be loaning out laptops and unlimited data SIM cards.
Japan-based NH Foods signed a three-year deal with Liverpool as an official partner to increase brand awareness across the globe, mainly south-east Asia. As per the deal, NH Foods receives increased exposure via Liverpool’s social media channels and get access to the club’s first-team players and legends for promotional events. NH Foods will also be making financial contributions and food donations through the club’s Red Neighbours community programme.
Earlier this year Liverpool brought in food waste specialist Iugis as an official partner which saw the company’s food digester machines installed at Anfield under the club’s Go Green initiative. The machines use microbes and oxygen to convert food waste into water on-site, reducing the need for waste transport.
Baby products manufacturer Joie became Liverpool’s first ever official family partner and global baby gear partner in 2017. As per the deal, Joie produces club-themed products and work with the club to conduct family-focused events. Joie also receives branding support via the club’s social media channels as well as access to first-team players and club legends for promotional activities.
Life science company Phynova’s functional food ingredient, Reducose®, has been Liverpool’s official regional partner in China since 2019. The deal aims to increase the brand’s popularity in China with the support of Liverpool’s commercial nous. Reducosealso gets access to the club’s legends for promotional events.
Liverpool signed business communications provider Mitel as their official global unified communications partner in 2018.The deal sees the two work together to enhance the club’s fan experience by employing better communicational services, allowing fans to quickly and safely connect with Liverpool from anywhere in the world.
American clothing brand Levi’s has been Liverpool’s official denim partner since 2018. The deal focuses on giving back to the local communities through football, lifestyle and music. Through Levi’s Music Project, a music studio was opened in Liverpool to provide people a chance to develop their musical abilities.
The Egyptian bank AlexBank (Bank of Alexandria) signed a multi-year deal with Liverpool as their official card partner in Egypt in 2017. The deal saw the bank launch club-themed cards for its customers and Liverpool fans, as well as offer exclusive opportunities to win match tickets. The partnership was further strengthened in 2019 when Liverpool’s Egyptian star Mohamed Salah became a brand ambassador for AlexBank.
Extra Joss shake is an official partner of Liverpool FC since 2019.
The Swiss ski resort Verbier signed a four-year deal with Liverpool in 2018, becoming their first official Alpine tourism destination. Under the deal, Verbier provides exclusive offers to the Liverpool supporters, and gets access to the club’s legends for promotional activities.