Kieran Maguire: Liverpool cash in on ‘great success’ as £36m deal agreed
Liverpool and Expedia have shared “great success” as partners and the valuation of their new sponsorship deal will reflect that.
That is the opinion of finance expert Kieran Maguire, who spoke exclusively to Football Insider about the ever-improving brand value of Liverpool.
Liverpool announced on Friday (10 March) that they have agreed a four-year extension with American-based travel company Expedia to be the Anfield club’s shirt sleeve sponsor.
As reported by The Athletic, the previous agreement between the two parties was worth around £9million per year, with the new agreement made with “improved terms”.
Liverpool ranked third in the Premier League for commercial revenue in the latest financial records with £247million – a £29million increase from last year.
Only Man United (£262million) and Man City (£316million) lead Liverpool in terms of commercial revenue.
Maguire insists that the brand value of Liverpool will continue to grow as they enjoy success and grow their global fanbase.
“Liverpool’s brand value just increases and increases given the success that the club has had in recent years,” Maguire told Football Insider’s Sean Fisher.
“Expedia will be absolutely delighted with the amount of profile that it’s brought to them.
“The price for the new sponsorship deal will reflect the great success of their partnership so far.
“The fact that Liverpool’s fanbase on a global scale is getting bigger and bigger will only continue to inflate the value of their sponsorship deals.“
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