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SBD Global/January 7, 2014/Marketing and Sponsorship

Premier League Club Liverpool Signs Deal With Indian Smartphone Brand XOLO

Liverpool FC has agreed to a three-year sponsorship deal with Indian mobile device manufacturer XOLO, which becomes the club's first regional marketing partner in India. Indian fans will receive tailored content from the club on their mobile handsets, merchandise and the chance to meet former and current players. Liverpool CCO Billy Hogan said, "We have million of fans in India and we are committed to bringing the club closer to them." Last year, Liverpool was named the most trusted football brand in India. The new partnership was signed Monday during a press conference at Melwood Training Ground (Liverpool). The AFP wrote the deal emphasized India's "growing importance to the English Premier League." Although India "is best-known in sporting terms for its mass enthusiasm for cricket, the globally popular football Premier League has started to make inroads in recent years into the lucrative Indian market" (AFP, 1/6).
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