Liverpool have added their seventh new commercial partner in the last year with the addition of Lucozade

Liverpool have continued their commercial growth with the addition of another major addition. It is a deal that takes the number of new commercial partners to seven in the last 12 months.

The Reds have inked a multi-year deal with iconic global energy drink brand Lucozade. The company are coming back on board as an official club partner of Liverpool having initially signed up back in 2010.

The partnership sees Lucozade become the Reds’ official hydration partner for the coming seasons. A range of Lucozade Sport products and hardware will have a significant presence at Anfield on matchdays, as well as the AXA Training Centre and AXA Melwood Training Centre.

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To celebrate the partnership, Liverpool and Lucozade, who memorably showcased Reds legends Steven Gerrard and John Barnes in commercials during the previous agreement, have produced a launch video. Filmed in Liverpool, it features fans playing a friendly game of football before morphing into their favourite Liverpool players with a little help from Lucozade Sport.

Ben Latty, chief commercial officer at Liverpool, said: “We are thrilled to announce this partnership between Liverpool FC and Lucozade, two iconic brands united by a rich heritage and a relentless pursuit of sporting innovation.

“We have developed ambitious commercial targets to attract the best brands that fit with Liverpool Football Club, and that can also help drive further success on the pitch. This partnership with Lucozade is a perfect example of that fit.”

Over the past year, the Reds have added blue-chip brands such as Google Pixel, Japan Airlines, Husqvarna, STRAUSS, Orion Innovation, and UPS to their roster of commercial partners as the club looks to break the £300m mark in commercial revenues in the coming year, having posted a £272m figure for the 2022/23 financial period.

Liverpool, under the ownership of Fenway Sports Group, has long pursued a strategy of sustainable success, with commercial revenues a key pillar of income for the club, impacting what happens both on and off the field.

Matthew Riches, head of partnerships at Lucozade, said: “Our brand is rooted in the history of English football. Our association with Liverpool goes back to the early days of Lucozade Sport and ‘that’ John Barnes ad so fondly remembered. This new partnership is next level for us and it’s an absolute privilege to be their new global partner. We look forward to adding to the history over the coming years as we support the club’s performance on and off the pitch to meet the future demands of the Premier League.”

On the pitch, having made a flurry of new signings from a commercial perspective in recent months, Liverpool are chasing down their first summer signing on the playing side, pursuing a deal for Real Sociedad’s Spanish international midfielder Martin Zubimendi.