January 7 – Premier League club Liverpool have taken another step to expand their links with India, with the signing of a regional sponsorship with smart mobile device brand XOLO. This follows an agreement at the end of last year which sees Liverpool open its first academy in partnership with local team DSK Shivajians FC in Pune.
The three-year deal with XOLO will deliver Indian fans tailored content from Liverpool FC on their mobile handsets, as well as exclusive merchandise and the chance to meet players and legends. XOLO will work with LFC’s official supporters club to deliver Liverpool FC themed events and fan tournaments.
Billy Hogan, chief commercial officer at Liverpool FC said: “We have millions of fans in India and we are committed to bringing the Club closer to them. Teaming up with XOLO and launching our very first International Academy in Pune represent the start of our journey in India to make fans feel like their Club is right on their doorstep.”
Last November the club announced a full-time coaching academy in Pune in association with DSK Shivajians FC. The academy is scheduled to open this month
This academy will be a world class purpose-built residential complex, featuring full-size pitches, practice areas, classrooms, changing rooms, a gym, canteen, lecture theatre, residential and medical facilities.
The LFC International Football Academy will officially open later this year and will be a market-leading development center for young players in India, servicing DSK Shivajians.
The club joined forces with Indian team DSK Shivajians FC today to reveal plans for a full-time coaching academy in Pune.
LFC International Football Academy DSK will be a purpose-built residential complex featuring full-size pitches, practice areas, classrooms, changing rooms, a gym, canteen, lecture theatre and medical facilities. The facility will support players up to the age of 18 with the opportunity to develop their game in a professional academy environment.
Liverpool’s head of soccer schools Dan White said at the launch of academy: “It is unique. It’s the first time that a top-flight club here has worked with a club in India to develop an international academy programme which is year-round on a purpose-built facility.
“It’s not about necessarily finding the next player, it’s about every player that comes onto the programme, developing them as players and also as individuals so that we can have more of an impact in terms of the way the club’s perceived and what we can do in different parts of the world.
The Brand Trust Report India 2013 named Liverpool FC as the most trusted football brand in India. The club finished second to the Indian Premier League (cricket) as the most trusted sports brand in the country.
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