August 14 – Western Union have pulled out of their shirt five-year sleeve sponsorship with Premier League champions Liverpool with two seasons left on the deal.
Signed in 2017 when the league eased sponsorship rules, Western Union were paying £5 million per season, considerably less than other big club sleeve deals – Manchester City, Manchester United and Arsenal are all reckoned at £10 million per season, while Chelsea’s four-year contract with Hyundai is worth £12.5 million per season.
“Western Union’s sponsorship of Liverpool Football Club has been very successful for both our business and our brand and we are very proud of what we and the club have achieved over the last three seasons,” said a statement from the money transfer business.
“However, we evaluate all of our activity, including sponsorships, on a regular basis, and as our business and brand needs and objectives continue to evolve, we have made the decision not to continue with the Liverpool Football Club sponsorship beyond the end of this season.”
What isn’t clear is if Liverpool encouraged Western Union to move on in a bid to get more money for the premium sleeve sponsorship, or whether Western Union were exercising a break clause in the contract.
This season Liverpool start a new kit deal with Nike and look likely to open the season without a sleeve sponsor.
Finding that new big money sponsor will be one of the first tasks of Matt Scammell, who has joined Liverpool as commercial director after nine years at Manchester United. He fills the sales role led by American Billy Hogan who has become Liverpool’s chief executive.
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