Liverpool, the reigning champions of English soccer’s Premier League, have announced a new global partnership with forex broker EC Markets.

Under a multi-year deal, the company will receive branding opportunities at Anfield, with pitchside LED displays and digital advertising boards.

EC Markets branding will debut at Anfield during the pre-season double-header against Spain’s Athletic Club on August 4.

The firm will also have a presence on the club's digital channels.

Last month, Liverpool agreed a new long-term retail partnership with Japanese fashion and lifestyle company Baycrew's to bolster their sponsorship portfolio ahead of the new season.

The club’s most significant new commercial deal for the upcoming campaign is a long-term kit supply deal with German sportswear heavyweight Adidas that begins on August 1.

The Merseyside outfit will begin the defence of their Premier League title at home against Bournemouth on August 15.

Meanwhile, West Ham United have named Lilley Plummer as their new insurance partner for both the men’s and women’s first teams.

The multi-year agreement will see Lilley Plummer’s branding featured on the sleeve of West Ham’s first team training wear.

The company will also have brand exposure across the east London-based side’s platforms, a matchday presence at London Stadium and training ground, and engage in bespoke activations throughout the season.  

West Ham will begin their 2025-26 season against Sunderland on August 16.