liverpool Strikes Expedia Renewal

10 Mar 2023 | Tom Barwick

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Liverpool FC has extended its partnership with Expedia.

As part of the renewal, the travel company will continue as a principal club partner and shirt sleeve sponsor for both the men’s and women’s teams for a further four years.

According to The Athletic, Liverpool’s current agreement with the online travel firm, which expires this summer, is understood to be worth around £9m per year, but the renewal looks set to be agreed on improved terms.

Expedia took over as Liverpool’s shirt sleeve sponsors for both the men’s and women’s teams in October 2020 after the club’s previous deal with American financial firm Western Union had expired.

Throughout the partnership, Expedia plans to assist Reds fans with their travel plans by providing a dedicated page on its site that acts as a hub for supporters to arrange all aspects of travel to matches.

In addition, LFC and Expedia have worked together to create the ‘Nothing Beats Being There’ campaign, a content series of emotive stories from players and fans describing their journeys to iconic matches from the men’s and women’s recent history.

Ben Latty, Commercial Director at Liverpool FC, said, “We’re thrilled to announce the extension of our partnership with Expedia for another four years.

“Travel is an incredibly important part of our fans’ matchday experience, so we are proud to have a world leader in travel as part of the LFC family. We look forward to continuing to work with Expedia, creating more moving content and enhancing our fans’ overall matchday experience.”

Michele Rousseau, Senior Vice-President, Global Brands at Expedia, added, “We’re truly excited to be extending our partnership with the Liverpool FC family, continuing to support both the men’s and women’s teams whilst playing a vital role of enabling the fan travel experience.

“We’re proud of the progress we’ve made together and are looking forward to pushing the boundaries further by enriching the fan experience through travel over the next four years and proving that nothing beats being there.”