Liverpool, the English Premier League soccer champions, have extended their sponsorship deal with soft drink giant Coca-Cola and agreed a new global partnership with technology company Trimble.
The multi-year renewal with Coca-Cola, announced today, will include "deeper integration" at Anfield for the brand and expands its support for the Liverpool Women's team.
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Coca-Cola will continue to have pouring rights across its full portfolio of beverages on matchdays at Anfield and at club events.
The two parties will also develop fan engagement experiences. Coca-Cola first partnered with Liverpool in 2020.
The major soft drink brand has expanded its presence in the Premier League in recent months through several club deals and a partnership with the league itself.
Club agreements were struck with Arsenal, Aston Villa, and Manchester United in August.
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By GlobalDataA multi-year agreement with Trimble will see the firm “authentically integrate into the club’s infrastructure and operations.”
This will begin with the redevelopment of the club’s academy, which will include the creation of a full-size indoor pitch, a new outdoor pitch and stands, plus revamped and improved medical and sport science functions.
The Trimble brand will also feature across Anfield and Liverpool’s digital platforms.
In terms of recent commercial deals, Liverpool announced partnerships with Chinese consumer electronics manufacturer Haier and headwear brand New Era in September, and unveiled forex broker EC Markets as a new global partner in July.
The reigning English top-flight champions are currently third after suffering four losses in their last five Premier League games and sit seven points behind leaders Arsenal with 10 games played.
Liverpool face Spanish giants Real Madrid in the UEFA Champions League tomorrow night (November 4).
