Liverpool FC’s Strategic Dive into Premium Brand Partnerships

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A Strategic Move into Premium Partnerships

In a recent dialogue with the ECHO, Ben Latty, Liverpool’s commercial director, shed light on the club’s strategic business moves, particularly focusing on their partnerships with high-profile American businesses. The summer witnessed Fenway Sports Group (FSG), Liverpool owners, securing several sponsorship deals, notably with Peloton, UPS, and Google, all of which have committed to multi-year contracts with the football club.

The Essence of Aligning with Premium Brands

Latty emphasised the significance of associating with premium brands like UPS, highlighting that such brands are meticulously selective about the sports properties they engage with. “It is a testament to the teams that we have working behind the scenes here at Liverpool,” he remarked, acknowledging the relentless efforts of the team across multiple time zones. The deal with UPS was underscored as a remarkable achievement and a fitting move for Liverpool Football Club.

Beyond Monetary Value: A Holistic Approach to Partnerships

While monetary aspects are pivotal for the club, Latty elucidated that the partnerships extend beyond mere financial gains. The evolution of their business model is evident in the partnerships they have forged. Partners like SC Johnson have significantly contributed to the club’s sustainability strategy, notably elevating their recycling rate from about 25% to over 90%. Similarly, Vistaprint has been instrumental in supporting local businesses and communities.

Integrating Partners into the Club’s Ethos

Latty further detailed how every partner is seamlessly integrated into the club, offering more than just a marketing partnership and contributing to various areas of the club. For instance, UPS will be fully integrated into their retail operations, which includes moving some of their operations into the EU. This integration is anticipated to enhance delivery options, improve tracking capabilities, increase capacity in UK distribution, and simplify the returns process for fans.

Driving Women’s Football and Sustainability Forward

The partnerships also underscore a commitment to women’s football and sustainability. With partners like Expedia providing free transport to away women’s games and others like Google Pixel, Standard Chartered, and AXA supporting their drive for women’s football, the club demonstrates a holistic approach to partnerships. The commitment extends to building a better future for people, the planet, and the communities they serve.

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