Finance guru salutes Liverpool as ‘unique’ deal agreed – ‘you barely ever see this’
The length of Nivea’s commercial partnership with Liverpool is “unique” in the world of football.
That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the Merseysiders’ long-running relationship with the Skincare brand.
Liverpool announced last Thursday (18 August) that they have renewed their partnership with Nivea for another three years until the end of the 2025-26 campaign.
The alliance, which encompasses content and advertising privileges, will by that time have run for a decade.
Liverpool have a number of long-running commercial partnerships, including the now 12-year association with front-of-shirt sponsors Standard Chartered.
The length of the deal illustrates the success of the relationship with Nivea, insists Plumley.
“We barely ever see deals this long in football because things can change very quickly in the commercial world,” he told Football Insider’s Adam Williams.
“So, it’s quite unique in that respect and it must be working well for all parties.
“It will be a smaller fee than some of their more significant commercial partners. But having all these smaller partners can add up to a substantial amount.
“I think this is a sign that everyone is happy with the money that is coming from Nivea. Similarly, Nivea will be happy with the exposure and all that side of things.”
The Reds’ commercial income stood at £217.6million at the last count.
That figure is expected to rise when the club releases its accounts for the 2021-22 campaign.
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