Liverpool and Bayern Munich, two European soccer heavyweights, have both unveiled new commercial partnerships today.
English Premier League champions Liverpool have signed up major US fashion brand Tommy Hilfiger as a global partner, while German giants Bayern have struck a deal with German real estate and property firm ERL Immobiliengruppe.
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The Liverpool-Tommy Hilfiger deal will cover the men's and women's first teams, as well as "key backroom staff," and will "play out across key moments of the season," Liverpool have said, through global campaigns and matchday entrances.
The deal, a 'first-of-its-kind' partnership, will include specifically curated Tommy Hilfiger collections.
Tommy Hilfiger said: "I am drawn to teams with deep fan heritage and value-driven storytelling, and Liverpool Football Club has an unmatched history shaped by its people – their belief, resilience, and pride."
In terms of that iconic brand's sports sponsorship history to date, in June, it became the first sponsor of the Cadillac Formula 1 motor racing team.
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By GlobalDataBen Latty, Liverpool's chief commercial officer, added: "With a long-standing connection to innovative style and a deep-rooted sense of community, this partnership is a natural fit. This unique collaboration allows us to explore a different side of matchday and the moments around it."
Earlier this week, Liverpool announced a new retail partnership with Old School, the South Africa-based fan and leisurewear brand.
Through a five-year agreement, the Premier League side will collaborate with Old School to launch the club's first official standalone stores on the continent.
The Bayern-ERL Immobiliengruppe agreement, meanwhile, sees the brand become the Bavarian club's official real estate partner.
The partnership represents a new sponsorship category for Bayern to enter into, with the club having previously steered clear of real estate firms as sponsors.
Jan-Christian Dreesen, Bayern's chief executive, commented: "In ERL Immobiliengruppe, we have gained a long-established company as a partner for our club, which, like FC Bayern, values consistency, vision, and reliability. This is a partner you can build on – literally. We look forward to working together in the future.”
So far in 2025-26, perennial Bundesliga champions Bayern once again sit top of the league, with 15 games played out of 34.
Major club sponsors include front-of-shirt partner Deutsche Telekom, Emirates, Audi, Allianz, and kit supplier Adidas.
