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Liverpool FC welcomes Levi’s as first Official Denim Partner

Liverpool FC has signed its first ever Official Denim Partnership with US designer Levi’s.

The deal is the first of its kind not only for Liverpool FC, but also for Levi’s, which has similar partnerships on the continent and in North America, but not previously in the UK.

In February this year, Levi’s inked a new Proud Style Partner deal with Major League Soccer club Philadelphia Union, which allows Levi’s to outfit the team’s staff on match days.

San Francisco-based Levi’s also has similar deals with Ligue 1 champions Paris St. Germain and Bundesliga club FC St. Pauli.

Levi’s partnership with Liverpool, however, will focus primarily on outreach, with the company bringing its Levi’s Music Project to Anfield, in collaboration with arts and community centre Liverpool Lighthouse.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.