The ability of sport to attract multi-million-dollar investments from sponsor brands continues apace. GlobalData’s The Business of the Premier League 2022-23 includes an in-depth view and detailed evaluation of Liverpool FC’s sponsor partners. Buy the report here.
The biggest single sponsorship investment in Liverpool for the 2022/23 season comes from Standard Chartered Bank, which is an agreement valued at $53.50m per year. However, sponsorship values vary greatly across the different levels of partnership opportunities offered by a rights-holder, all of which are detailed in the report, in addition to the revenues of the participating teams.
In total, Liverpool have sponsorship agreements with 25 brands in the 2022/23 season, with their top five partners accounting for 83% of the club’s total income from sponsorship.
According to GlobalData’s report, the highest-spending sponsor brands include Standard Chartered Bank, NIKE, AXA, Expedia and Carlsberg, among others. The table below shows the top ten sponsors of Liverpool in the 2022/23 season.
Technology & beverages industries have struck the most deals
The technology industry is the most heavily represented, totaling five agreements with Liverpool in 2022/23. This is followed by beverages, consumer goods & services, financial services and retail.
For a brand, understanding which competitors and other sectors are partnering with which sports teams, and identifying future opportunities, and crucially, at what cost, is key information for commercial strategy planning. Meanwhile, for a rights-holding team, knowing what sponsorship revenues competitor teams and competitor sports are generating from each brand / sector is critical for increasing and maximizing commercial revenues, including identifying portfolio gaps and opportunities.
For more detailed analysis of all sponsor partners of Liverpool, as well as those of all other Premier League clubs, buy the report here.
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GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article. For more information about GlobalData’s Sport Intelligence Center please click here.
‘The ‘Business of…’ series of reports from GlobalData’s Sport Intelligence Center provide an in-depth view on the commercial strategy of a particular sporting league or event. By providing a detailed evaluation of all aspects of the property’s commercial strategy, we can guide investor decisions and sponsorship/media strategies for any organization looking to understand, imitate or partner with sporting properties.
