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Joie becomes Liverpool’s first family partner

English Premier League football team Liverpool has agreed a sponsorship deal with Joie in a move that names the baby products manufacturer as the club’s first family partner.

The three-year deal will cover the 2017-18 to 2019-20 seasons. Joie will also serve as Liverpool’s global baby gear partner.

Under the agreement, Joie will launch a range of Liverpool-branded baby products in 2018. The two parties will also work together to deliver a range of family-focused events, while Joie will benefit from promotion across Liverpool’s social media channels, as well as access to current and former players for promotional campaigns.

The partnership will begin this weekend with the LFC World event in Shanghai, China, where Joie will host a two-hour football clinic led by Liverpool coaches for children aged between six and eight.

David Welsh, Joie’s senior managing director, said: “Liverpool is one of the world’s best football teams and an iconic global club, and the partnership will boost global awareness of Joie. Just as importantly, the club shares our values of supporting families in need and we look forward to working with the club on charitable initiatives.”