Sponsoring Liverpool Football Club

About our sponsorship

Our four year sponsorship of Liverpool FC began in July 2010.

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 heros 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 nine of our markets – Kenya, Korea, India and Dubai, to name a few – where they ran soccer clinics for disadvantaged and visually impaired children.

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 that of our Seeing is Believing programme.

On Tuesday 8 May 2012 against Chelsea FC, and then again on 11 February 2013 against West Bromwich Albion, Liverpool FC revealed their brand new shirts.

Images from the Chelsea match and half time activities are available on our Group Facebook page. The West Bromwich Albion match photos will be available shortly.

View our Group Facebook page

We also teamed up with Liverpool FC alongside the UK HIV and AIDS charity AVERT on 1 December, 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.

Find out more about the day

The partnership has proved to be a great success to date, and we’re excited about what the future holds.