Liverpool announce ‘Premier League first’ ahead of US tour as $388m looms

Liverpool FC have moved a step closer to breaking the £300m ($388m/€356m) mark after completing a ground-breaking commercial deal, the first of its kind in the Premier League. As the Reds prepare for their pre-season tour across the Atlantic, this week the Reds unveiled a new multi-year partnership with German workwear giant STRAUSS.

The new deal will be unveiled during Liverpool’s US tour, where Arne Slot’s side are set to grace the grounds of Pittsburgh, Philadelphia and Columbia. Under the deal, the STRAUSS logo will feature premium advertising spots across all the club’s channels and other high-profile assets, including pitchside LED screens, which will make their debut at Anfield in August, attracting over 400 people. millions of TV audiences throughout the season.

Commenting on the partnership, Ben Latty, the club’s Chief Commercial Officer, said: “As a family business with hard work and innovation at its heart, STRAUSS aligns perfectly with our values ​​as a club. Also, we are both proud. in our heritage, our communities and the knowledge that success is based on teamwork. This new partnership is a real fit and we are delighted to welcome STRAUSS as the newest member of the LFC partner family.

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Liverpool FC has further strengthened its partnership with global workwear leader STRAUSS, marking a continuation of the brand’s long-standing strategy of aligning with football entities. STRAUSS boasts an impressive portfolio of partnerships, including links with the German Football Association, several Bundesliga clubs and even main sponsorship roles in Euro 2024, Champions League, Europa League, Conference League, Major League Soccer Los Angeles League Soccer and the Mexican national team. team.

Henning Strauss, CEO of STRAUSS, expressed his excitement about the partnership, stating: “Liverpool FC is one of the biggest names in sport with a fan base to match. This LFC partnership moves STRAUSS into the Premier League and underlines our global ambition. In the coming years, we will continue to build our portfolio of partnerships across the globe with organizations that, like Liverpool, share an emotional connection with the hardworking people who make up STRAUSS’ customer base. We couldn’t be happier.

Liverpool’s commercial income for the 2022/23 accounting period stood at $352m (£272m/€323m), a figure expected to rise for the 2023/24 period, which ended on May 31. activity for the club as it seeks to increase revenue. Japan Airlines and Husqvarna have been added to Liverpool’s list of commercial partners in recent weeks, joining the likes of Google Pixel, UPS and Peloton in the past 18 months.