Liverpool secures new major partner as £308m figure set to be smashed

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A general aerial view of Anfield, home stadium of Liverpool FC(Image: Robbie Jay Barratt - AMA/Getty Images)

Liverpool have added another blue chip company to their commercial partners list as the club targets record-breaking levels.

Household appliance firm Haier has inked a multi-year deal to become an official global partner.

The partnership is also a nod to the past, with Haier, founded in 1981, the parent company of appliance brand Candy, which served as the main front of shirt sponsor for the Reds between 1988 and 1992, across a period when the club had its kits made by Adidas, now back as the kit manufacturer.

Through the new partnership Haier aims to connect with Reds supporters across the globe, delivering initiatives that celebrate its forward-looking technology and using Liverpool FC’s channels and platforms to showcase its product innovation, and reinforce its position as a leader in the home appliance industry.

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Ben Latty, chief commercial officer at Liverpool FC, said: “Haier is an ambitious, innovative, and world-leading brand, and we welcome them to the LFC family.

“As the leading home appliance supplier, Haier has built a reputation for quality and a strong presence in markets all over the world.

“This global reach aligns with the scale of Liverpool FC’s global fanbase, and we’re excited to see this partnership come to life and look forward to working together.”

For the 2023/24 financial year, the most recently published set of accounts, the club saw its commercial revenue rise by £26m to reach £308m, with that figure set to have increased even further for the 2024/25 financial year, which ended on May 31.

Other major deals to have been sealed over the last 18 months include Japan Airlines, Google Pixel and Visit Maldives, among others.

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Haishan Liang, vice-chairman of the board of directors and president of Haier Group, said: “Liverpool is more than a football club; it is a legacy of passion passed down through generations.

“By partnering with the Reds, Haier will unite this spirit of glory with our commitment to smart innovation, bringing new experiences to families worldwide.”