Liverpool looking to ‘non-typical’ sponsorship deals following Nivea partnership

With the Premier League set to kick off on Saturday (8 August), Liverpool Football Club is looking to expand into more “unique categories” that are less typical for sports marketing following its push into men’s grooming with Nivea and formal wear with Hugo Boss.

After announcing Nivea Men as its first official grooming partner in February, the two brands launched an ad this week for the new Nivea Men Creme product featuring Liverpool players Philippe Coutinho, Adam Lallana and Martin Skrtel.

LFC also recently launched a relationship with Hugo Boss as its formal wear partner.

While the Nivea deal is specific to the UK and “key Nordic markets”, regional partners allow LFC to break into new categories according to Billy Hogan, LFC’s chief commercial officer.

“There are a number of different, non-typical sports marketing categories besides airlines, beers and banks where we have a real opportunity,” he told Marketing Week.

The brand is building on its opportunity to extend its global partnerships such as Carlsberg and Standard Chartered Bank.

“We’re very focused on establishing a number of partnerships in new markets to bring LFC apparel to fans,” Hogan said.

He added that LFC also has a number of regional partners.

“We bring on partners specific to a particular region, market or category where Liverpool is particularly popular,” Hogan said, adding that LFC has a regional milk partner with Kun milk in Vietnam as well as a motorcycle partner with Honda in Thailand.

Hogan added that LFC is looking to do more work in local markets through a road show over the course of the upcoming Premier League season.

“We’re looking at bringing all of the different elements of Liverpool to key markets from a fan base and merchandising perspective,” he said, explaining that this could involve viewing parties in city centres.

Opportunities at Anfield

ANFIELD, LIVERPOOL. 24th July 2015. The 350ton roof truss lifted into position. New Main Stand construction. (Photo John Powell/LFC)

LFC is also looking to increase its partners through its ongoing redevelopment work at Anfield which culminated with its roof truss being lifted into place in July, completing its new Main Stand.

The club is now looking for a naming rights partner for the Main Stand as well as new lounges and a fan zone. It also said there are opportunities for brands to “become integrated from a product standpoint”.

“This is an opportunity for partners to be involved in such a significant project,” Hogan said. “We’re not looking to rename Anfield, but the stand offers a tremendous opportunity in terms of size, scale and impact from a brand’s perspective.”

He added that with a new capacity of 54,000, Anfield presents a “terrific market to reach consumers on an every other week basis”.

“Anfield is an iconic stadium and this will improve that experience.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here