About our sponsorship
Our four year sponsorship of Liverpool FC began in July 2010, and we’ve just extended this until the end of the 2015-16 season.
The partnership allows us access to some of the most successful players in football history, past and present, so we can create a host of unique experiences for our customers and clients around the world.
It's no surprise, then, that the sponsorship is proving extremely popular across our international markets. We saw thousands of Asian supporters out in force to meet their heroes in person during the Club’s hugely successful 2011 pre-season tour to China, Malaysia and Singapore.
A shared determination to give back to local communities
The Club has a similar heritage to us – over 100 years of history, strong values and a determination to give back to the local community - which has enabled us to partner on a number of community initiatives.
We've taken Liverpool FC coaches to twelve of our markets – Kenya, Korea, India and Dubai, to name a few – where they ran soccer clinics for disadvantaged and visually impaired children.
Raising awareness of our global initiatives
To raise awareness and funds for those living with preventable eye diseases, we've partnered with Liverpool FC twice to change the logo on their famous red home shirts with the logo of our Seeing is Believing initiative.
On 8 May 2012 against Chelsea FC, on 11 February 2013 against West Bromwich Albion, and on 30 March again Tottenham Hotspurs, Liverpool FC revealed their brand new shirts. Donations and auctions from all three shirt swaps have raised US$278,000 for Seeing is Believing.
We also teamed up with Liverpool FC alongside the UK HIV and AIDS charity AVERT on 1 December 2012, World AIDS Day, to raise awareness of HIV and AIDS. Liverpool FC wore Living with HIV shirts during their warm up, and also helped to place the world's largest red ribbon on Anfield's pitch at half time.
The partnership has proved to be a great success to date, and we’re excited about what the future holds.
Latest Liverpool activities
Get news from on and off the pitch from our sponsorship of Liverpool Football Club.
Liverpool video library
View player of the month videos and clips from our football clinics and much more.
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