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Liverpool signs up Western Union as sleeve sponsor

English Premier League football club Liverpool has named financial services company Western Union as a principal partner and its first-ever sleeve sponsor.

The agreement names Western Union as the official money transfer partner of the club. The company’s branding will feature on the left sleeve of the team’s shirts from the 2017-18 Premier League season, which gets underway this weekend.

Financial terms of the agreement were not disclosed, but the Liverpool Echo newspaper said the deal would be worth £25m (€27.7m/$32.5m) over five years.

Western Union will provide digital payment and money transfer services to the club and its fans as part of the agreement.

To mark the partnership, Western Union will offer Liverpool supporters in the UK, Ireland, France, Denmark, Norway and Sweden a money transfer promotion for the rest of August.

Elizabeth Chambers, Western Union’s chief strategy, product and marketing officer, said: “Our customers are digitally-savvy and on-the-go, moving not just money but their human capital – their cultures, values and sporting allegiances. Like us, Liverpool FC has an active and diverse global following who want to be a part of something bigger and we can help them achieve this.”

Premier League club and league representatives agreed to allow sleeve badge sponsors starting from the 2017-18 season in November 2016. The sponsor logos will be a maximum size of 10cm x 10cm. The Premier League badge will remain on the other sleeve of the shirts.