About our sponsorship
Our sponsorship of Liverpool Football Club began in July 2010, and runs until the end of the 2018-19 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. The sponsorship is proving extremely popular across our international markets.
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 three times 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, on 30 March 2014 against Tottenham Hotspurs, and on 10 February 2015 against Tottenham Hotspurs, Liverpool FC revealed their brand new shirts. Donations and auctions from all three shirt swaps have raised over USD300,000 for Seeing is Believing.
We also teamed up with Liverpool FC alongside the UK HIV and AIDS charity AVERT in 2012 and Tackle Africa in 2013 on World AIDS Day, to raise awareness of HIV and AIDS. Liverpool FC wore Living with HIV shirts during their warm up sessions, 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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Stay up-to-date with our sponsorship activities, such as Liverpool events & marathons.