Liverpool FC set to sign up tiered ’data’ sponsors

Liverpool Football Club is talking to a number of companies about sponsorship opportunities, in a move designed to further the extension of the club’s brand.

Liverpool Football Club is talking to a number of companies about

sponsorship opportunities, in a move designed to further the extension

of the club’s brand.

The Premier League club is seeking partners in the telecoms, financial

services, soft drinks, motoring and betting industries to offer them

access to Liverpool’s supporter base.

Companies that sign up as second-tier sponsors will pay a significant

fee for the right to market direct to Liverpool fans.

Liverpool brand director Davide De Maistri, hired from M&C Saatchi

earlier this year, said:’This brand-led strategy will give our partners

a range of opportunities to communicate with our supporter base, as well

as ensuring supporters themselves will become more involved with the

Liverpool brand.’

The move signals an acceleration of the club’s commercial expansion in

the wake of last year’s pounds 22m investment by Granada, giving the

media firm exclusive rights as the club’s media and marketing partner

(Marketing, July 15 1999).

Earlier this month, Liverpool and Granada Media unveiled Liverpool FC

Broadband, which will allow fans to access match coverage and e-commerce

services using a range of electronic devices.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers