Football Trade Directory

Liverpool bank on sleeve sponsor

Liverpool have announced a new multi-year partnership with The Western Union Company.

The Western Union Company are a financial services firm and will be listed as one of Liverpool's principal partners, and will also serve as the club’s official money transfer partner.

Additionally, Western Union will become the first ever sleeve sponsor for Liverpool, in a deal which will see the company’s logo adorn the left sleeve of all first team shirts. 

In return, Western Union will use its global digital transfer and payments platform to provide money transfer capabilities to the club. The US-based firm will also benefit from a diverse range of marketing and promotional rights, including digital and social media support, advertising on pitchside LED bands and branding throughout Liverpool’s Anfield stadium.

Liverpool are the tenth Premier League side to secure a sleeve sponsor ahead of the 2017/18 season as sleeve inventory becomes available for the first time.

Billy Hogan, chief commercial officer and managing director of Liverpool FC, said: “Western Union is an instantly recognisable brand with a truly global footprint and we are absolutely delighted to welcome them as our first ever shirt-sleeve sponsor and official principal partner. We are very much looking forward to working with Western Union through this partnership to create new experiences and opportunities for our fans both in the UK and abroad.”

Jean-Claude Farah, president of global payments at Western Union, said: “The businesses of Western Union and Liverpool FC are both driven by our passion for bringing communities together, whether that be through moving money or delivering the excitement of football experiences. This partnership goes far beyond a badge on a shirt, as we will be bringing our digital money transfer expertise to better connect Liverpool FC and fans around the world.”

“We are proud to celebrate a sport that unifies billions of people across the globe and to work with a partner that so closely shares our values,” added Elizabeth Chambers, chief strategy, product and marketing officer at Western Union. “Like us, Liverpool FC has an active and diverse global following who want to be a part of something bigger and we can help them achieve this.”


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