Liverpool have signed up Coca-Cola as an official club partner in a long-term deal
Liverpool have been handed a further commercial boost after securing global drinks company Coca-Cola as an official partner.
In what has been described as a ‘long-term partnership’, the deal will see Coca-Cola provide fans of Liverpool’s men’s and women’s teams with match-day experiences, unique ‘money-can’t-buy’ moments and limited-edition merchandise prizes.
They are the latest global brand to ink a deal with the Reds as the club continue to work towards growing their commercial revenues to directly impact the club’s ability to spend on the product on the pitch.
Ben Latty, commercial director at Liverpool, said: “We are delighted to have Coca-Cola join our family of official partners. We’re really excited to grow this partnership together and we extend a very warm welcome to Anfield, to Coca-Cola.
We understand the vital importance of teaming up with a like-minded brand and using our combined reach in positive ways. The ambition, with all of our partnerships, is to work with the most inspiring and innovative brands in the world and Coca-Cola fits this ambition in every way.”
Liverpool have secured a number of high profile new partnerships and renewals in recent months, the most prominent being the front-of-shirt sponsorship renewal with Standard Chartered which is understood to carry a value in excess of £50m per year to the Reds.
Also coming on board in 2022 has been global cloud storage firm Wasabi and extensions to the partnerships with blockchain football gaming platform Sorare and skincare firm Nivea. As part of the Coca-Cola deal the drinks brand will have brand visibility around Anfield on matchdays.
Michael Willeke, integrated marketing experience director, Europe, Coca-Cola, said: “Having been an integral part of the football matchday for decades, we are excited to offer fans the chance to enjoy incredible experiences and unique moments, at home, at bars and restaurants and in the stadiums, as part of our new campaign.
Football has the power to bring people together and we cannot wait to reward fans across Europe with access to unforgettable moments and a host of benefits that only Coca-Cola can offer in collaboration with our partners.”
Liverpool’s official partners include; Standard Chartered, Nike, Expedia, AXA, Carlsberg, Wasabi, Sorare, Joie, Cadbury, Cardless, AlexBank, Petro-Canada Lubricants, Acronis, SC Johnson, Quorn, Nivea Men, Monster Energy, Mauritius Tourism, Sono, Kodansha and Coca-Cola.