Liverpool announce club-first global partnership as £300m update drops
Liverpool have announced a global sponsorship deal with Swedish robotic technology company Husqvarna.
Writing on their website [3 July], Husqvarna will become the official groundskeeping partner of the club.
This is the first partnership of its kind for both parties.
The Liverpool ECHO has reported that the deal is another partner in a long list as the club chases down the £300million figure in commercial revenue.
Ben Latty, chief commercial officer at LFC, said on the club’s official website: “We are thrilled to announce this partnership between Liverpool FC and Husqvarna, two premium market leaders united by their shared values and innovative approach.”
Liverpool grow partnership portfolio to exceed commercial revenue
The Reds have added another partnership to their portfolio following the multi-year deal with Japan Airlines that was confirmed last week [Liverpool ECHO, 25 June].
Fenway Sports Group continue to make positive financial strides to comply with Profit and Sustainability and Financial Fair Play rules.
The club announced a £25million increase in commercial revenue at £272.5million for the 2022/23 financial year.
Whilst the figures for both deals are undisclosed, the partnerships are expected to push Liverpool towards that £300million mark.
The Reds have used Husqvarna robotic mowers to maintain pitch conditions at Anfield and both AXA training centres since 2021.
Husqvarna’s state-of-the-art equipment will be essential for groundskeeping and pitch maintenance.
In return, the club will raise Husqvarna’s global profile via their social media platforms spanning a reach of 186,000,000 followers.
FSG continue to make shrewd business deals with the aim for long-term financial stability.
In other Liverpool news, the Reds have pulled off a financial masterstroke again with a sponsorship announcement.
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