Premier League club Liverpool FC has upgraded its long-term regional deal with car brand MG Motor to a global partnership.
MG was previously the club’s Official Automotive Partner in China, and will now become its Official Global Car Partner.
Under the deal, MG aims to accelerate growth and brand awareness beyond China, in its key international regions around the world, including Europe, Asia, the Middle East, Australia, South America and North Africa.
The global partnership Inventory includes LED advertising, digital and social support, first-team player access, club hospitality and signed merchandise.
As a regional partner, MG created limited-edition, LFC-branded cars, launched a club-focused television commercial in China, and invited club legends to attend the International Motor Show in China.
Billy Hogan, managing director and chief commercial officer of Liverpool, said: “MG, an iconic car brand with a rich sporting heritage, has been a valued partner of the club for the last three seasons and we’re incredibly pleased to not only be renewing this relationship, but also be expanding it on a global scale.
“As partners, we have brought some incredible opportunities to our fans and chances for them to get closer to the action. I’m looking forward to seeing what else we can achieve now that our focus becomes global.”
UK-based MG Motor is a subsidiary of SAIC Motor UK, which is owned by the Shanghai-based Chinese, state-owned company SAIC Motor.
MG joins 15 other brands in Liverpool’s Global Partner tier, which sits below the club’s four main partners: Standard Chartered, New Balance, Western Union and AXA.
The Global Partners are Carlsberg,1xBet, Falken Tyres, TigerWit, NordVPN, Chaokoh, NH Foods, Joie, Lavazza, Petro-Canada, Liverpool Vodka, Levi’s, Mitel and Verbier.