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
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.