Liverpool announce ‘next level’ partnership with Lucozade as part of £300m plan
Liverpool have announced a new multi-year partnership with sports drink giants Lucozade.
The Reds announced the news on their official website on Thursday (8 August), with the deal taking immediate effect.
As part of the agreement, a range of Lucozade products and hardware will have a “significant presence” at Anfield on matchdays, as well as the club’s AXA Training Centre.
Speaking to the club website, Lucozade’s head of partnerships Matthew Riches said: “This new partnership is next level for us and it’s an absolute privilege to be their new global partner.
“We look forward to adding to the history over the coming years as we support the club’s performance on and off the pitch to meet the future demands of the Premier League.”
Liverpool strike another sponsorship deal
Liverpool intend to break past the £300million mark in terms of commercial revenues [Liverpool Echo, 8 August], with this one of a number of agreements being struck in recent times.
Indeed, just last month, the Reds announced a partnership with German engineering and manufacturing performance workwear firm Strauss.
That is on top of agreements that are in place with the likes of Google Pixel, Husqvarna, Japan Airlines, Orion Innovation and others.
As per the Liverpool Echo [8 August], the club registered a financial profit of £272m for the 2022-23 financial period.
These latest agreements will surely now take them beyond the ambitious £300m milestone, which is great work on the club’s behalf.
Fenway Sports Group, while having their critics, are very clued up when it comes to bringing in every last penny to the club.
While this deal with Lucozade will hardly send shockwaves through the spot – many supporters will probably not even know about it – it is yet another positive move to bolster the club’s finances.
The hope, though, is that every last penny is then reinvested back into the squad in terms of new transfers.
Do not be surprised if another agreement is announced in the coming weeks as the Reds look to smash that £300m barrier and continue to grow and grow commercially across the globe.
In other Liverpool news, Anfield is set to host multiple women’s matches this coming season in the WSL.
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