Following recent partnerships with Nivea and Hugo Boss, Liverpool announced that it is looking to expand into more "unique categories" that are less typical for sports marketing, according to Misha Sher of MARKETING MAGAZINE. While the club "is right in looking to innovate its partnership strategy, the approach cannot be considered unique." It "reflects some significant shifts" across the sponsorship sector. Substantial growth in TV revenues, seismic shifts in technology, and the availability of sophisticated data "have re-shaped the way rights holders approach sponsorships from both a commercial and strategic point of view." The recent announcement that the EPL will be without a title sponsor starting in the '16-17 season "is a perfect illustration of the impact television revenues are having on clubs’ commercial priorities." Given the rate at which broadcast revenues have grown in recent years, Barclays' title sponsorship of the Premier League "was becoming less significant with each renewal." Premier League clubs "have greatly benefited from the League’s foresight to build a global brand that now reaches all corners of the globe." Developments in technology "have provided clubs with an ideal opportunity to capitalize on their popularity and connect with fans wherever they may be around." This "is great news for their brand partners." Liverpool’s announcement to take on a more regionalized approach with "non-traditional" categories is a direct consequence of this change. From a brand’s point of view, while it may have a global footprint, its marketing and communication strategies "are often driven by local needs." ManU "was the first to spot the opportunity and have benefited greatly by being first to market with this strategy." The club "secured in excess of 60 regional partners since signing Smirnoff Vodka as an Asian-Pacific partner" in '08. In addition to this localized approach by rights holders with a global reach, "we are also witnessing an influx of new categories." Sports sponsorships "used to be dominated by financial services, insurance, FMCG, automotive and telecom brands." While these sectors are still playing a big part, growth "is coming from categories which were almost non-existent just a few years ago" (MARKETING MAGAZINE, 8/7).
