Liverpool

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

Premier League club Liverpool has extended its record-breaking partnership with Danish beer brand Carlsberg

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.

Supporters of Champion League finalists Liverpool and Tottenham Hotspur have urged sponsors of the competition to give up their tickets so that more fans can attend the final

French insurance company AXA has expanded its association with Liverpool by becoming a principal partner and the new official training kit partner of the English Premier League football club

The growing strength of “power brands” Nike and adidas is driving projected rights fee increases at Liverpool, Paris Saint-Germain and Real Madrid, an industry expert has said.

Premier League club Liverpool is reportedly in advanced talks with Nike over a new long-term kit deal that, if signed, would be a new league record

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

Premier League club Liverpool has netted a record-breaking £125m ($162m/€143m) profit for the 2017-18 financial year, driven partly by a surge in sponsorship sales.