Liverpool

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March 2020 saw Standard Chartered celebrate a decade of Liverpool FC sponsorship with a blockbuster film called ‘A Liverpool Story’, which emphasised the values of determination and long-term commitment.

The stand-out activation in Malaysia Airlines' three-season partnership with Liverpool was a spring 2018 contest that incentivised fans to create and share their unique Liverpool cheers.

Long-time club sponsor Carlsberg celebrated the May 2019 anniversary of Liverpool going ‘all-red’ with a limited edition red-label red barley beer.

Dan Haddad, head of commercial strategy at Octagon UK, looks at the potential upside for Liverpool in switching kit supplier rights from New Balance to Nike.

1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global

Russian gambling brand 1XBet has had its UK site suspended after a Sunday Times investigation exposed the brand for taking bets on children's sport

Video game developer EA Sports has entered into a partnership with English Premier League football club Liverpool

Premier League club Liverpool FC has upgraded its long-term regional deal with car brand MG Motor to a global partnership

English Premier League football club Liverpool has signed a sponsorship deal with online betting company 1xBet. The multi-year deal names 1xBet as the official global betting partner of Liverpool

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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.