Expedia has agreed to extend their shirt sleeve partnership with Liverpool
The present agreement, which is set to expire at the end of the season, is understood to be worth roughly £9 million each year.
Expedia will take over as Liverpool’s shirt sleeve sponsor in October 2020, succeeding Western Union.
Indeed, commercial expansion has been one of the Fenway Sports Group’s core business foundations.
The Athletic add that ‘the latest set of accounts for the year up to the end of May 2022 showed that commercial income climbed by £29m to £247m’.
This boost propelled Liverpool to third place in the Premier League’s income rankings, trailing only Manchester United (£262m) and Manchester City (£316m).
However, a new four-year shirt sponsorship arrangement with Standard Chartered Bank is expected to begin this summer, maintaining a connection that began in 2010.
Liverpool extends Expedia contract
Liverpool announced this morning that they have re-signed Expedia as a main club partner and official shirt sleeve sponsor for both the men’s and women’s teams for the next four years.
“We’re happy to announce the continuation of our collaboration with Expedia for another four years,” said Ben Latty, Liverpool’s commercial director, on the club’s website.
“Travel is a hugely important aspect of our fans’ matchday experience, so we are thrilled to have a world leader in travel as part of the LFC family.
“We are excited to continue working with Expedia to create more moving content and improve our fans’ overall matchday experience.”
FSG is “dedicated” to Liverpool.
But, while the team has promises from their sponsors, there is still some ambiguity around Liverpool’s ownership, which was placed up for sale last November.
However, owner John W Henry has since denied rumors of a full sale, stating that the club is just looking for minority partners.
“Although we formalised a process that has found potential investors for the club, we are totally committed to the club’s long-term prosperity,” the American told the Liverpool Echo.
“It has been the case since the beginning in 2010. Every day, we have been and will continue to focus on the club’s long-term health and competitiveness. The club’s investment is never for the short term. This strategy has proven to be effective over time, however patience is required at times.