October 19 – Online travel business Expedia has debuted this weekend as Liverpool’s sleeve sponsor, taking over from Western Union who still had two years left to run on their agreement.
The curtailed deal with Western Union was worth about £5 million a year to the club. No value for the new deal has been announced.
Described as a “multi-year agreement”, Expedia becomes a principal partner of the club and designated as Liverpool FC’s Official Travel Companion. The Expedia sleeve patch will be on both men’s and women’s teams.
“Communication will focus on empowering fans to discover, book and enjoy the journey as well as the destination, maximising their experience for when football and travel will return to normal,” said a club press release.
Matt Scammell, commercial director, Liverpool said: “I see a great synergy between the club and Expedia, as organisations we both understand the value of the right support, whether that means not having to worry about travel arrangements or knowing the twelfth man is behind you every step of the way.”
The Liverpool deal is an expansion of Expedia’s presence in football, having agreed a three-year deal with UEFA’s Champions League that ends in 2021
Adam Jay, president and co-lead, marketing at Expedia Group said: “When we can all freely experience the joy of travel again, we look forward to being the perfect travel companion for the Reds and their fans around the world, ensuring that wherever they are, they will never walk alone.”
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