The club has signed a deal with travel and sports tour operator Thomas Cook that makes the brand the official travel partner for Liverpool FC. Thomas Cook Sport will offer official travel packages for the club's away fixtures in the UEFA Champions League, as well as for domestic competitions, including the FA Cup and Carling Cup.
The club has also partnered with video-game company Konami, publisher of the best-selling Pro Evolution Soccer series, to make its forthcoming PES 2009, as well as subsequent titles, its official football video games.
Paddy Power has become Liverpool's online betting partner. It will offer an online service to the team's supporters through the club's website.
Separately, Liverpool has joined the Superleague Formula championship, in which football clubs compete on the motor-racing circuit.