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Australian Cell Phone Maker Alcatel Inks Local Sponsorship With Liverpool

Mobile phone maker Alcatel has turned to Liverpool "in a bid to overturn a lack of brand awareness in Australia," with its CEO claiming the partnership will "help lift its profile among fans of all English Premier League teams," according to Steve Jones of MUMBRELLA. Former Liverpool and England int'l John Barnes said that the deal "will also bring its local supporters closer to the club as it aims to further expand its global fan base." Under the three-year deal, Alcatel will become the “official partner and official smartphone” of Liverpool in Australia and New Zealand, with users of its phone and tablet offered exclusive content and “money can’t buy moments” including VIP trips to Liverpool’s home ground of Anfield. Alcatel CEO Sam Skontos said that Liverpool's fan base in Australia and NZ is "huge." Asked if aligning with one EPL club could "alienate fans of other teams," Skontos said, "It’s a tricky one. You always run that risk, but the one thing you get is people to take notice. You get cut through in terms of consumers knowing you exist as a brand." Among the marketing efforts "will be outdoor advertising with images of Liverpool players, merchandising and events." Skontos added that "while the deal only relates to Australia and New Zealand, the prospect remains of expanding the sponsorship to Asia" (MUMBRELLA, 9/25).

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