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SBD Global/April 24, 2014/Marketing and Sponsorship

Subway Breaks Into EPL, Signs Multi-Year Sponsorship Deal With Liverpool

Subway will not necessarily become the food partner at Liverpool’s training ground.
EPL side Liverpool announced a multiyear deal with Subway that will see the U.S.-based sandwich chain break into the league. To begin the deal, Subway has sent its range of low-fat subs to participants on Liverpool FC Foundation programs all week (LFC). MARKETINGWEEK's Lara O'Reilly noted Subway branding, under the deal, "will appear around the perimeter boards at Anfield and the brand will have access to Liverpool FC brand assets such as striker Daniel Sturridge and club logo for above the line and in-store marketing and competitions." Terms of the deal have not been disclosed, but it is "understood to be in the region" of $1.7M-$3.4M. The deal "does not mean Subway will become the food partner at Liverpool’s training ground." Liverpool’s recent success in the EPL is "timed well with Subway’s aggressive UK expansion plans," as the fast-food franchise "plans to open 3,000 additional stores" by '20. Subway currently has 1,769 stores in the U.K. (MARKETINGWEEK, 4/23). The move "follows similar link-ups with Vauxhall, Garuda Indonesia and Dunkin' Donuts, as Liverpool look to expand its commercial revenue ahead of its return to Champions League football next season" (LIVERPOOL ECHO, 4/23).
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