After two glorious seasons, the 2020-21 campaign saw the Reds take a backseat as a string of injuries and performance drop-off made the team a shadow of their previous selves. And yet, Jürgen Klopp’s men managed to persevere and end their Premier League campaign with a third-place finish. Next season, they’d like to go back to their winning ways. Here are Liverpool’s official Partners going into the 2021-22 season.
Following are the companies and organisations that are enjoying a strong branding presence across Liverpool’s physical and digital assets.
OFFICIAL MAIN PARTNER
Standard Chartered – Standard Chartered has been the proud Main Partner of Liverpool Football Club since 2010. The London-headquartered British multinational banking and financial services company has seen its logo front the Reds’ matchday kits for over a decade. Their current deal is worth around £40m per annum. In May 2018, Liverpool and Standard Chartered penned an extension which saw a £10m increase over the previous annual revenue with the partnership now set to run until the end of the 2022-23 season. Standard Chartered has enjoyed a fruitful global exposure while working with Liverpool, engaging over 37 million people across the club’s platforms, and featuring the club legends of present and past times in its promotional collaborations with the club.
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OFFICIAL KIT SUPPLIER
Nike – In January 2020, Liverpool announced Nike as their new Official Kit Supplier starting with the 2020-21 season in a multi-year deal reportedly worth £30 million per year. While this value is less than the £45m New Balance was paying Liverpool every year, Nike’s promise of increased brand value and better sales and sales-based addons turned the Merseyside club to the Beaverton, Oregon-headquartered sportswear giant. Nike’s proposal of paying the club a 20-percent cut of the sales from all Liverpool products makes this partnership capable of being the most lucrative one in English football.
Liverpool’s stock has resurged over the past seasons with their renaissance as a powerhouse under Jürgen Klopp, at the back of which they released their previous kit supplier, New Balance, who they deemed could no longer match the marketing and distribution potential Nike was offering, which was more congruent with their ambition. This led to a legal dispute, and eventually, the London High Court ruled in Liverpool’s favour, rendering their association ending with New Balance on a relatively bitter note.
OFFICIAL PRINCIPAL PARTNERS
AXA – The Paris-headquartered French insurance firm first joined hands with Liverpool in October 2018 when it became their global insurance partner in a four-year deal. Later, in May 2019, the two expanded their partnership to make AXA the club’s training kit partner, making it the front-of-shirt sponsor on Liverpool’s training and pre-match exercise kits in a deal reportedly worth £20m per year. In October 2020, the two further strengthened their ties by making AXA the title sponsor of Liverpool’s newly opened training facility, which is thusly called the AXA Training Centre (previous called The Academy, Kirkby).
Expedia – The Seattle-headquartered American online travel shopping company became a Principal Partner of the club and the Official Sleeve Sponsor for their matchday kits in October 2020 in a deal set to run until the end of the 2022-23 season. Expedia replaced American financial services company Western Union, who prematurely ended its sleeve sponsorship deal with Liverpool, having signed a five-year agreement in August 2017.
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Carlsberg – Liverpool’s partnership with Vesterbro, Copenhagen-headquartered Danish brewer Carlsberg was last extended in May 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 released a club-themed red pilsner to commemorate the club’s legendary former manager Bill Shankly’s decision to play in an all-red kit.
Kodansha – The Bunkyō, Tokyo-headquartered Japanese publishing company was announced as Liverpool’s official publication partner in a multi-year agreement in June 2021. Kodansha is set to work with the club’s charity, the LFC Foundation, over the course of the partnership. Starting from September 2021, Kodansha will be launching ‘Creative Works’, an employability programme aimed at young fans to inspire them to achieve careers in the in the creative industry. Kodansha will also be making frequent donations of creative and art materials to the wider Liverpool community over the course of the partnership to support children’s literacy from a young age.
Mauritius – Liverpool signed a three-year deal with the Mauritius Tourism Promotion Authority in July 2020 with an aim to promote the country as a premium global tourist destination and business hub for Africa.
1XBET – Liverpool signed a multi-year deal with the Cyprus-based betting company in July 2019, making it their official global betting partner. However, in September that year, Liverpool (along with Chelsea and Spurs) decided to suspend the partnership amidst a string of allegations against 1XBET, which included betting on children’s sports, cockfighting live streams and illegal Premier League streams. That said, ahead of the 2021-22 season, 1XBET is once again listed as an Official Partner on Liverpool’s website.
MG – MG is a British automobile brand owned by Shanghai-headquartered Chinese state-owned automotive design and manufacturing company, SAIC Motor. MG first joined hands with Liverpool over a regional deal in February 2016 to become the club’s official automotive partner in China. Liverpool upgraded this deal in July 2019, making it a global one. 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. Branding rights aside, the deal also grants MG image rights to first-team players and club-themed merchandising opportunities. MG has also released limited-edition Liverpool-branded cars over the course of this partnership.
HollyFrontier – Liverpool renewed their sponsorship deal with Petro-Canada Lubricants in August 2020 to also include its parent company, HollyFrontier. Liverpool had partnered with Mississauga-headquartered Petro-Canada Lubricants in February 2018 to create fan and customer-focused programmes.
The multi-year deal sees HollyFrontier, a Dallas-headquartered gasoline, diesel fuel, jet fuel, lubricants, and asphalt producer, become the club’s official oil and lubricants partner alongside Petro-Canada Lubricants and Sonneborn, a Dallas-based speciality hydrocarbons and vegetable-based emollients manufacturer and supplier. Aside from branding rights, the deal also includes access to first-team players and club legends for promotional activities.
Tribus – The Lugano-headquartered Swiss luxury watch brand was announced as Liverpool’s Official Global Wristwatch and Timing Partner in September 2020 in a ‘long-term’ deal 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. Apart from branding rights, the deal also gives Tribus access to first-team players and club legends for promotional activities.
However, in April 2021, Tribus announced it would be pulling out of the deal due to Liverpool’s involvement in The Super League. An excerpt from a statement from the company read as follows:
“Our values are at the forefront of everything we do, therefore we will be withdrawing from this partnership.
Football belongs to the fans and unites us all; it was never intended to benefit the few.”
However, given The Super League’s abandonment within 48 hours of its announcement, Tribus seems to have returned as an Official Partner of Liverpool and continues to be listed as such on their website.
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EA Sports – In July 2019, EA Sports signed a multi-year deal with Liverpool to become their official video game partner via its annually released FIFA video game series. The deal also ended Liverpool’s three-year run with FIFA’s biggest commercial rival, Japanese video game developer Konami’s Pro Evolution Soccer.
The deal sees EA hold exclusive rights to feature Liverpool’s licensing, that includes real-life likeness of players, kits and stadium, in its annual FIFA release, along with other fan-centric initiatives.
Quorn – The Stokesley, North Yorkshire-headquartered meat-free alternative brand signed a multi-year deal with Liverpool in June 2020 to become their official sustainable protein partner.
As part of the deal, Quorn helps the club achieve their food sustainability goals as part of their ‘Reds Go Green’ initiative. It looks to provide vegan and vegetarian food options to the fans on matchdays and also works with the club’s nutrition team to provide high-protein meal alternatives to the players.
Cadbury – The Uxbridge-based British confectionary giant serves as Liverpool’s Official Global Chocolate Partner since September 2020 on a three-year deal. The announcement of this deal was celebrated with limited-edition club themed chocolate bars.
As part of the deal, the Mondelēz-owned brand also supports 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.
Acronis – Liverpool signed the Schaffhausen-based Swiss cyber storage specialist as their official global cyber backup and storage partner in December 2019. Liverpool employ Acronis’ software for optimising their data management system and improved cyber backup and cloud solutions.
Vodafone – The Newbury, Berkshire-headquartered British telecom company also serves Liverpool as an Official Partner. Over the past year, Vodafone has been offering online connectivity to the low-income Liverpool households. The COVID-19 pandemic has left many day-to-day tasks being carried out over video calls and other remote measures, making things harder for people who can’t afford a feasible internet at home. Apart from online connectivity, Vodafone has also been loaning out laptops and unlimited data SIM cards.
NH Foods – The Kita, Osaka-headquartered Japanese food processing conglomerate signed a three-year deal with Liverpool in April to become an Official Partner of the club. The deal is aimed at increasing the club’s brand awareness across the globe, mainly south-east Asia.
Apart from branding rights, the deal also grants NH Foods access to the club’s first-team players and legends for promotional events.
NH Foods has also been making financial contributions and food donations through the club’s ‘Red Neighbours’ community programme.
Joie – Baby products manufacturer Joie became Liverpool’s first ever Official Family Partner and Global Baby Gear Partner in May 2017 in a three-year deal.
Apart from branding rights, the deal also entails collaboration over co-branded products and caring initiatives. Joie also donates a portion of the proceeds received from the co-branded products to the Liverpool Foundation to help children around the world. It also gets access to first-team players and club legends for promotional activities.
AlexBank (Bank of Alexandria) – The Egyptian bank signed a multi-year deal with Liverpool to become 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 March 2019 when Liverpool’s Egyptian star, Mohamed Salah, became a brand ambassador for AlexBank.
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Verbier – The Swiss ski resort signed a four-year deal with Liverpool in September 2018 becoming their first ever official Alpine tourism destination. Apart from branding rights, the deal sees Verbier provide exclusive offers to the Liverpool supporters, while also getting access to the club’s legends for promotional activities.
Extra Joss – The Indonesian powdered energy drink brand serves Liverpool as an Official Partner since 2019.
Marshall Arts – The London-based entertainment company, specialising in tour management and event promotion, serves as a Concert Partner to Liverpool Football Club.