Money transfer services group Western Union struck a multi-million pound deal to sponsor Liverpool as "part of a marketing push as it attempts to transform itself into a digital payments provider," according to Emma Dunkley of the FINANCIAL TIMES. The five-year agreement will see Western Union's logo "emblazoned upon" Liverpool's shirt sleeves this season, which kicks off on Saturday. Western Union will provide Liverpool with "cash management and cross-border payment and foreign exchange services." It will provide promotional money transfer offers for Liverpool supporters via the Western Union mobile app. Plans are also "in the pipeline" to launch a global tournament -- the Western Union Cup -- which will see Liverpool travel to regions such as the U.S. and Asia to play top teams (
FT, 8/9). In Liverpool, Neil Jones reported the five-year deal is worth a total of £25M ($32.5M). Premier League clubs agreed to shirt sleeve sponsorship as of this season, and Liverpool confirmed that the Western Union shirt-sleeve patch "will be available free of charge" to all fans who purchase an official '17-18 Liverpool shirt in store and online from Aug. 27 (
LIVERPOOL ECHO, 8/9).
NO NAMING RIGHTS: In London, Mark Critchley reported despite expanding its team of global partners, Liverpool Commercial Dir Olly Dale revealed that the club is "not currently looking to sell naming rights for the club's newly-refurbished Main Stand." Anfield's capacity was increased to 54,074 last year following the opening of the "improved stand," and during the construction process, Liverpool "had been keen to broker a sponsorship deal." However, "a suitable arrangement was not found" and Dale said that the club was "unlikely to pursue Main Stand naming rights in the immediate future." Dale: "We find ourselves in a great position with Anfield and the new Main Stand has been a terrific success, but [the issue of naming rights] is not an immediate priority for us" (INDEPENDENT, 8/9).
