Global money transfer firm Western Union has paid £5 million-a-year ($A8.2 million) to become Liverpool Football Club’s first ever sleeve sponsor. This will accompany main jersey sponsor Standard Chartered.
Since EPL bosses relaxed the rules around additional shirt sponsors, 10 of the top-tier clubs have now added a sleeve sponsor too. The 2017/18 competition kicks off this weekend.
Liverpool’s Western Union deal includes the sleeve sponsorship, digital and social media support, pitch side LED messaging, branding across Liverpool’s Anfield stadium, its fan lounge and the Club’s media channels.
Commenting on the new sponsorship, Billy Hogan, Liverpool FC’s chief commercial officer and managing director, said: “Western Union is an instantly recognisable brand with a truly global footprint and we are absolutely delighted to welcome them as our first ever shirt-sleeve sponsor and official principal partner.
“We are very much looking forward to working with Western Union through this partnership to create new experiences and opportunities for our fans both in the UK and abroad.”