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.


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