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Liverpool snub opened door to improved £10m shirt sponsorship deal

Liverpool have managed to bag a £2m per year rise from sleeve sponsorship following the deal struck with travel firm Expedia last month.

The Reds, whose agreement with Western Union came to an end following the conclusion of the title-winning 2019/20 campaign, struck a deal with the American-based online travel company in October, with the firm’s branding to be displayed on the shirt sleeves of both the men’s and women’s shirts in a multi-year agreement.

The deal is understood to run until the end of the 2022/23 campaign and the Reds, despite having to contend with a global pandemic that has impacted the ability of clubs across the globe to drive commercial income forward, have managed to secure an uplift on the deal that was in place with Western Union, whose relationship with Liverpool began in 2017.

According to Sport Business Sponsorship, the Reds will receive an average of between £9m and £10m per season until the end of the agreement, which will also see Expedia have matchday visibility, opportunities for branded content and access to players for promotional purposes.

The deal with Western Union had risen incrementally year on year since 2017, starting at £5.5m per year before rising to £6.75m in year two and £8m in the final year of the contract.

The Reds, who had been seeking around £11m per year at the start of negotiations, started this season without a sleeve sponsor to replace Western Union and had one prospective party pull out of a deal owing to the Covid-19 pandemic.

Other interest was shown and Western Union discussed a possible extension to their deal only for Liverpool to remain steadfast in their approach to securing an uplift on their previous deal.

The deal was brokered by Fenway Sports Marketing, a division of Liverpool owners FSG, and marketing agency Octagon, with the negotiations led by Liverpool’s recently appointed commercial director Matt Scammell, and head of sales in the Americas, Kate Pratt.

On the deal, Scammell said: “I see a great synergy between the club and Expedia; as organisations we both understand the value of the right support, whether that means not having to worry about travel arrangements or knowing the 12th man is behind you every step of the way.

“I’m delighted to embark on this journey with Expedia and looking forward to the relationship benefiting our global fanbase when we can all experience the freedom of football and travel once again.”

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Fans who have already purchased Nike shirts from the club without the Expedia shirt-sleeve patch will be able have that added free of charge from December, Liverpool have confirmed.

The firm made its debut as a sleeve sponsor on October 17 in the derby clash with Everton.

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