Liverpool doing deals 'all over the world' as new deal announced - Expert

By Dr Dan Plumley

9th May, 2022 | 9:00pm

Finance guru: Liverpool signing deals 'all over the world' as new 'big-name' agreement announced

Liverpool are smart to pluralise their sponsorship income by signing multiple industry-specific deals in different territories.

That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the Merseysiders’ new partnership with gambling giants Interwetten.

The deal, which was announced last Friday (6 May), covers Germany and Austria where Interwetten is most active.

Liverpool also have a betting tie-in with 188Bet in the Asian market, while BetVictor and 1xBet have sponsored the club in the UK market in recent seasons.

The accounts for 2020-21 showed that the Anfield commercial department pulled in £217million in total.

And Plumley saluted the money men behind the scenes for adding yet another “big name” to the list of sponsors.

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You can have an official partner in X, Y and Z territories this way,” the Sheffield Hallam University expert told Football Insider‘s Adam Williams.

“It’s the same thing just for different geographic territories. It’s just another way to squeeze more from sponsorship.

“From what I can see, they are quite a big name in the gambling industry in Austria.

“They have an NHL partnership as well. FSG also own an NHL team. So there are little connections you can make along the way.

“It’s certainly no surprise to see them doing different deals all over the world. It’s just another way to expand the margins.”

Liverpool’s chief sponsors are Standard Chartered, Nike, AXA and Expedia.

But as revealed by Football Insider last month (22 April), the Reds are in talks with several firms to replace Standard Chartered as front-of-shirt partner from 2023.

In other news, Liverpool star compared to Luka Modric expected to sign new deal after Jurgen Klopp reveal