This article contains information regarding the organisations enjoying a strong branding presence across Liverpool Football Club’s (LFC) physical and digital assets as their sponsors for the 2022-23 Premier League season.
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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 reportedly worth around £40 million 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 set to run until the end of the 2022-23 season.
In July 2022, the two announced further extension of their partnership, with the deal now set to run until the end of the 2026-27 season. The new agreement also covers the senior women’s team of the club.
Standard Chartered has enjoyed a fruitful global exposure while working with LFC, 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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In January 2020, Liverpool FC 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 £45 million New Balance, another American sportswear company, was paying LFC 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 of all LFC 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, which 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.
The Paris-headquartered French insurance firm first joined hands with Liverpool FC 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 of LFC’s training and pre-match exercise kits in a deal reportedly worth £20 million per year.
In October 2020, the two further strengthened their ties by making AXA the title sponsor of Liverpool’s then-newly-opened training facility, which is thusly called the AXA Training Centre (previously called The Academy, Kirkby).
The Seattle-headquartered American online travel shopping company became a Principal Partner of LFC and the Official Sleeve Sponsor for the matchday kits of both their men’s and women’s teams 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, which prematurely ended its sleeve sponsorship deal with the club, having signed a five-year agreement in August 2017.
In March 2023, the two parties announced a four-year extension of their partnership.
Apart from the aforementioned branding rights, the deal also entails Expedia facilitating transport planning for Liverpool fans, including “free supporter transport” for all Women’s Super League matches of LFC’s women’s team. The two also work on the content series “Nothing Beats Being There”, which is aimed at telling “emotive stories from players and real fans describing their journeys to some of the most iconic matches from the men’s and women’s recent history”.
Liverpool FC’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 the club 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.
The Boston-headquartered American storage services provider was announced as Liverpool FC’s official cloud storage partner in February 2022. The deal allows Wasabi to tap into Liverpool’s global fanbase to increase its brand value, while the Merseyside club leverage Wasabi’s storage and data innovation solutions to amp up their digital evolution.
A design and marketing company supporting small businesses around the world, Waltham, Massachusetts-headquartered Vista signed its first UK deal when it became the official small business design and marketing partner of Liverpool FC in February 2022.
As per the deal, the two parties collaborate over “programmes that celebrate small businesses in the global LFC community” and promote them via the club’s assets. The two also work on design initiatives for the purpose of fan engagement.
The Racine, Wisconsin-headquartered household cleaning supplies manufacturer and consumer chemicals producer signed a multi-year agreement with the club in September 2021, which the two parties called a “Goals for Change” partnership.
The deal entails initiatives for raising awareness around recycling plastics and maintaining hygiene. A co-branded upcycling programme at Anfield, LFC’s home ground, sees all plastic bottles disposed on matchdays recycled for use as SC Johnson products. The company’s cleaning products are used to clean the premises both in and around Anfield and the AXA Training Centre. The deal also entails production of co-branded content featuring LFC players to spread the good word of sustainability.
The Bunky?, Tokyo-headquartered Japanese publishing company was announced as Liverpool FC’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.
In September 2021, Kodansha launched “Creative Works”, an employability programme aimed at young fans to inspire them to achieve careers in the creative industry. Kodansha has also made 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.
The Santa Barbara, California-headquartered American audio products manufacturer was announced as Liverpool’s official sound partner in August 2021. This is Sonos’ first-ever sports partnership.
Sorare is a blockchain-based digital collectibles and fantasy football platform developed by Saint-Mandé, Paris-headquartered French company SORARE SAS.
LFC first partnered with Sorare in 2021, which saw digital cards of their men’s first team launched on the Sorare platform. In September 2022, Liverpool FC expanded this partnership to make Sorare an Official Global Partner. The expansion entails enhanced production of co-branded multimedia content and fan experiences for Reds supporters worldwide.
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 (now eFootball).
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.
The two parties last renewed their partnership in February 2022 as part of a “long-term” agreement.
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.
The two parties last renewed their partnership in August 2022, with the Mauritius Tourism Promotion Authority continuing on as LFC’s Official Tourism and Economic Development Partner.
The energy drink brand of Coca-Cola Beverages Africa was announced as the official energy partner of the club in May 2021. Apart from branding rights, the deal grants Predator image rights for Liverpool’s branding, including their players’, for promotional purposes.
Beiersdorf-owned German male skincare brand Nivea Men first partnered with LFC in February 2015. Over the years, the partnership between the two has entailed TV adverts featuring Liverpool players, co-production of content series, and collaboration over fan-engagement activities.
The two parties last renewed their partnership in August 2022. The current deal is set to run until the end of the 2025-26 season.
Liverpool renewed their sponsorship deal with Petro-Canada Lubricants in August 2020 to also include its parent company, HollyFrontier. Liverpool had partnered with the Calgary-headquartered chain of gas stations and car washes 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, serve as 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.
An end-to-end cloud-driven networking solutions provider, San Jose, California-based Extreme Networks was announced as LFC’s Official Wi-Fi Network Solutions and Analytics Provider in October 2022.
Apart from branding rights, the partnership entails Extreme fitting “Anfield with Extreme Wi-Fi 6E access points, which will deliver the latest generation of wireless connectivity, and enable fans to take advantage of the club’s innovative digital offerings, including mobile ticketing and membership rewards”. Moreover, analytics provided by the company’s proprietary tech ExtremeAnalytics provides the club real-time data pertaining to fans’ digital activity inside the stadium, helping them “deliver more personalised fan experiences”.
The deal provides ThinkMarkets branding rights across the club’s assets, hospitality and matchday sponsorship to promote its trading products and solutions, with the company also offering the Reds’ global fanbase exclusive experiences.
The American beverages giant was announced as an Official Partner of the club in September 2022. Covering both the men’s and women’s teams of the club, the partnership entails providing the Reds fans with unique matchday experiences as well as production of limited-edition co-branded merchandise.
The Stokesley, North Yorkshire-headquartered meat-free alternative brand signed a multi-year deal with Liverpool FC 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.
The Uxbridge-based British confectionary giant has been Liverpool’s Official Global Chocolate Partner since September 2020 on a three-year deal. The announcement of this deal was celebrated with limited-edition LFC-themed chocolate bars.
As part of the deal, the Mondel?z-owned brand also supports the club’s Virtual Employability Programme – a service for helping those who have lost their jobs or are at the brink of it because of the COVID-19 pandemic.
As per the press release made available on the Interwetten website, the partnership entails “offline promotions and content on LFC’s digital platforms in-market”, with the two parties also collaborating on an entertainment programme “that puts fans at the core of each activation, with guaranteed goosebump moments”.
Baby products manufacturer Joie became Liverpool FC’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.
Liverpool FC signed a US-based official affinity partnership deal with San Francisco-headquartered custom-themed credit card—issued by First Electronic Bank—provider Cardless in April 2022 to offer club-themed credit cards to Reds fans in the States.
Having launched in June 2022, the deal allows LFC fans in the US to apply for the Cardless credit cards and avail exclusive benefits pertaining to their favourite football club.
The Egyptian bank signed a multi-year deal with Liverpool FC 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 LFC’s Egyptian star, Mohamed Salah, became a brand ambassador for AlexBank.
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