Liverpool, the English soccer giants, have agreed a new sponsorship deal with international logistics company UPS.
Under a multi-year deal, UPS will serve as the Premier League’s club’s official global logistics and shipping partner.
The two parties will work together to expand on the global distribution of Liverpool’s retail and e-commerce operations. UPS will also support the Merseyside outfit’s global retail and e-commerce channels.
Liverpool will additionally team up with the US-based company on fan engagement initiatives.
The deal was brokered by the international sports marketing agency Octagon.
The sponsorship agreement with UPS represents Liverpool’s third with a blue-chip company in as many months after partnering with fitness brand Peloton and Google Pixel, the tech giant’s consumer electronics brand.
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The three deals are understood to be worth around £35 million ($43.9 million) combined.
Ben Latty, Liverpool's commercial director, said: “As one of the world’s largest companies, UPS is bringing a wealth of knowledge and expertise to our already successful retail operations. We are looking forward to seeing the impact this will have, and how it will improve fans’ experiences around the world.”
In recent months, Liverpool have also renewed partnerships with confectionery brand Cadbury and Japan-based publishing firm Kodansha.
Meanwhile, Aston Villa have announced four new appointments to their senior leadership team.
Most notably, Ron Erskine has been named as chief commercial officer, while Ben Hatton joins as chief operating officer, Richard Stevens as vice president of strategy and analytics, and Ryan Disdier as vice president of content and digital.
Erskine is a commercial executive with 35 years' experience in the sports business. Most recently, he had a role at the CSM Sport and Entertainment agency where he was responsible for the commercial programs at the US Open tennis championships and the WTA Tour.
He previously had spells at Octagon, as well as North American basketball’s NBA, and the New York Red Bulls in Major League Soccer.
Hatton, a chartered accountant, has 25 years of international soccer experience having spent a decade at Manchester United, Italy’s AS Roma, and most recently at English third-tier club Blackpool where he served as managing director.
Stevens, meanwhile, joins the Birmingham-based club from the global mobility app, Free Now, having also spent six years consulting at professional services firm KPMG.
Social media executive Disdier previously worked with the Philadelphia 76ers and the Washington Wizards in the NBA as well as the Washington Commanders in American football’s NFL.
Elsewhere, Villa also announced that club ambassador and former player, Egyptian Ahmed Elmohamady, is now working closely with the club’s commercial department in a full-time capacity.
Chris Heck, president of business operations, said: “I’m delighted to be able to welcome four fantastic operators in their respective fields to the senior leadership team at Villa Park. And, of course, bring Elmohamady back to the club in an official role.
“This has been a thoughtful process, looking at areas we could strengthen our existing management structure, and I’m excited we now have a team in place that can help project this great football club forward as we embark on the next leg of our exciting journey.
“It’s time to awaken this sleeping giant of a football club – both on and off the pitch – and our supporters have every right to feel excited about what the future holds. Aston Villa is a huge, historic institution that is on the rise again.”
In June, Christian Purslow stepped down as Villa’s chief executive and director after five seasons in the role.