Kieran Maguire salutes Liverpool as ‘giant’ new deal struck – ‘one of the biggest in the world’
Liverpool are signing up with one of the “biggest brands in the world” with Coca-Cola – a ringing endorsement of the club as a footballing superpower.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the Merseysiders’ new agreement with the iconic soft drinks manufacturers.
Liverpool announced on Thursday (29 September) that they had partnered with Coca-Cola, who have also just struck a similar deal with Tottenham.
As well as sponsorship opportunities, the company will provide matchday experiences and licensed merchandise as part of the tie-in.
Liverpool, one of Europe’s most successful teams during the tenure of Jurgen Klopp, earned £217m in commercial in 2020-21, the most recent financial year on record.
Maguire insists that the partnership with Coca-Cola will boost the reputation and commercial fortunes of both parties.
“Signing up with giant brands is really useful,” he told Football Insider’s Adam Williams.
“They are one of the biggest in the world and this helps to enhance the reputation of people on both sides of the divide in terms of the club and the company.
“Coca-Cola wouldn’t sign up with a football club unless they felt they were going to be competitive at the top end of their industry for a significant period of time.
“Liverpool wouldn’t want to sign up with a drinks brand unless they thought it was going to stick around too. So, this has benefits for both sides and it’s a win-win.“
In other news, Liverpool in pole position to sign Jude Bellingham after source’s reveal today