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Liverpool open to new kit sponsor, looks beyond New Balance

Premier League club Liverpool is in talks with several kit suppliers eager to replace US sportswear brand New Balance at the end of next season, according to reports.

In an article published by The Drum, Liverpool’s chief commercial officer Billy Hogan said the club is discussing a possible renewal with New Balance, but is also in talks with several other rival brands.

“We are in conversation with New Balance and we are in conversation with others as well,” said Hogan.

“The kit deal is an incredibly important partnership – not just for the financial support it delivers for the club but also from the distribution standpoint.”

Read: Liverpool turns success on pitch into sponsorship sales growth

The news comes after Liverpool’s latest accounts showed the club made a record profit of £125m during the 2017-18 financial year, driven partly by its successful run to the Champion’s League final, and partly driven by a surge in sponsorship sales.

Liverpool inked eight new partnerships during the 2017-18 financial year, and renewed four existing partnerships, boosting its commercial revenue by £17m to £154m.

As Hogan added: “While it’s always about success on the pitch, it’s also about ensuring we build really strong relationships, as you can’t always count on the on-pitch performance.”

SportBusiness Sponsorship understands that Liverpool is aiming to raise between £100m and £120m next season from its four principal partners, namely its technical sponsor, main shirt sponsor, sleeve sponsor and training kit sponsor.