Liverpool are set to secure a lucrative multi-year extension to their shirt sleeve sponsorship deal with Expedia.
The current agreement with the online travel firm, which expires this summer, is understood to be worth around £9million ($10.6m) per year.
Discussions over an extension on improved terms have gathered pace in recent months with both parties keen to maintain a partnership which has proved mutually beneficial.
Expedia took over as Liverpool’s shirt sleeve sponsors for both the men’s and women’s teams in October 2020. The club’s previous deal with Western Union had expired at the end of the 2019-20 season.
Impressive commercial growth has been key to the self-sustaining business model of owners Fenway Sports Group.
The latest set of accounts for the year up to the end of May 2022 showed that commercial revenue rose by £29m to £247m. That put Liverpool third in the Premier League behind Manchester United (£262m) and Manchester City (£316m).
As well as bringing in new sponsors, Liverpool’s commercial team prides itself on the high rate of retention among their existing partners.
A new four-year shirt sponsorship deal with Standard Chartered Bank will start this summer. That continues a long-standing relationship which began in 2010.
The extension was signed…
 per year. Discussions over an extension on improved terms have gathered pace in recent months with both parties keen to maintain a partnership which has proved mutually beneficial. Expedia took over as Liverpool’s shirt sleeve sponsors for both the men’s and women’s teams in October 2020. The club’s previous deal with Western Union had expired...){kind=link}