Liverpool are continuing to maximise commercial opportunities that come their way as new Expedia deal sealed.
Liverpool have agreed a four-year extension to their shirt sleeve sponsorship deal with Expedia, which will apply to both the men’s and women’s teams.
The Reds first struck an agreement with the online travel company in October 2020, which was set to expire this summer, having reached the end of their previous partnership with Western Union upon the conclusion of the 2019/20 season.
It is understood the Expedia arrangement is a significant uplift for Liverpool that will generate well in excess of £10million per season for the club, which in exchange provides the American-based business matchday visibility, opportunities for branded content and access to players for promotional purposes.
This news comes on the back of the summer announcement that main shirt sponsor Standard Chartered would continue to appear in the centre of Liverpool kits for a further four years, having first struck a deal in July 2010.
The most recent deal with Standard Chartered, signed in 2018, was worth an annual £40m, but the renewed terms are understood to be set at a figure worth upwards of £50m per year.
Latest accounts published by Liverpool for the year ending May 2022 indicated commercial revenue rose by £29m to £247m, made possible by a series of new partnerships with firms including Wasabi and VisaPrint. The continued impact of the Nike kit deal has also proved pivotal in the £247m commercial revenue figure, in addition to the Reds adding 51 new shop-in-shop locations and signing 19 new international licensing deals.
Commenting on the importance of today’s Expedia extension, Liverpool’s commercial director Ben Latty said: “We’re thrilled to announce the extension of our partnership with Expedia for another four years.
“Travel is an incredibly important part of our fans’ match-day experience, so we are proud to have a world-leader in travel as part of the LFC family. We look forward to continuing to work with Expedia, creating more moving content and enhancing our fans’ overall matchday experience.”