Liverpool sign a commercial partnership with multinational beverage behemoths

Liverpool FC announce a long-term deal with Coca-Cola

After announcing record revenue turnover for the 2021/22 season, becoming England’s richest club, Liverpool FC, through their official website have now announced a long-term partnership with international beverage manufacturer, the Coca-Cola company.

Forecasting a record revenue of £602m, and now going on to securing deals with one of the most recognisable brands across the world, Liverpool FC’s business off-the-pitch has been outstanding over the last few seasons.

The club has described the collaboration as a “long-term partnership”. This will see the Coca-Cola company provide Reds fans with magical matchday experiences, unique money-can’t-buy moments and limited-edition merchandise. 

The club’s most recent off-the-pitch piece of business saw the club extend their deal with Standard Chartered as principal sponsors until 2027. Coca-Cola is the latest company to strike a deal with Liverpool, which will bring in a new stream of revenue for the club, hopefully, one that can be reinvested into the squad.

Liverpool’s commercial director, Ben Latty spoke about the partnership with the club’s official website.

“We understand the vital importance of teaming up with a like-minded brand and using our combined reach in positive ways. Liverpool FC and Coca-Cola are two iconic global brands working together to bring magical experiences and unique money-can’t-buy moments to fans. The ambition with all of our partnerships is to work with the most inspiring and innovative brands in the world and Coca-Cola fits this ambition in every way.”

Coca-Cola’s representative said that they are excited to offer fans the chance to enjoy incredible experiences and unique moments at home, at bars and restaurants and in the stadiums as part of their campaign.

Moreover, with Coca-Cola’s reach all over the world as a brand, Liverpool FC also have an opportunity to appeal to a wider market. This will make a strong case for the brand of the club as well.

Additionally, as the footballing world prepares to host the 2022 FIFA World Cup, the partnership builds on Coca-Cola’s long-standing commitment to helping the game from the grassroots to the global stage.

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With Coca-Cola’s partnership with Liverpool, they are the 21st club partner alongside Standard Chartered, Nike, Expedia, AXA, Carlsberg, Wasabi, Sorare, Joie, Cadbury, Cardless, AlexBank, Petro-Canada Lubricants, Acronis, SC Johnson, Quorn, Nivea Men, Monster Energy, Mauritius Tourism, Sono and Kodansha.