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Topics: Liverpool, Football, Premier League, Jurgen Klopp
Joe Adams
Liverpool have agreed a lucrative deal to extend their shirt sleeve sponsorship with Expedia.
The current agreement with the online travel firm, which is due to expire at the end of the season, is thought to be worth around £9million per year.
Expedia became Liverpool’s shirt sleeve sponsors in October 2020, replacing the club’s previous contract with Western Union.
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Indeed, commercial growth has been one of the fundamental business pillars to the Fenway Sports Group's ownership.
The Athletic state that 'the latest set of accounts for the year up to the end of May 2022 showed that commercial revenue rose by £29m to £247m'.
This increase saw Liverpool rise to third in the Premier League's revenue charts, behind Manchester United (£262m) and Manchester City (£316m).
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Meanwhile, it is claimed that a new four-year shirt sponsorship deal with Standard Chartered Bank will also commence this summer, continuing an established relationship which began in 2010.
This morning Liverpool announced they have re-signed with travel company Expedia as a principal club partner and official shirt sleeve sponsor for both the men’s and women’s team for the next four years.
Ben Latty, Liverpool's commercial director, told the club website: “We’re thrilled to announce the extension of our partnership with Expedia for another four years.
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“Travel is an incredibly important part of our fans’ matchday experience, so we are proud to have a world leader in travel as part of the LFC family.
"We look forward to continuing to work with Expedia, creating more moving content and enhancing our fans’ overall matchday experience.”
But whilst the club have assurances over their sponsors, there remains a degree of uncertainty surrounding Liverpool's ownership, after the club was put up for sale last November.
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However, owner John W Henry has since dismissed rumours of a full sale, reiterating that the club is only interested in minority investors.
The American told the Liverpool Echo: “While we formalised a process that has identified potential investors for the club, we remain fully committed to the long-term success of the club.
“That has been the case since day one in 2010. Our efforts every day have been and continue to be focused on the long-term health and competitiveness of the club. Investment in the club is never for the short-term. This approach has been successful over the long haul with patience necessary from time to time.