Liverpool Looks Beyond UK With £100m Soccer Deal

07 February 2003

British soccer club Liverpool FC is eyeing overseas expansion after signing a £100 million ($164m; €151m) sponsorship and merchandising agreement with sportswear giant Reebok.

Under the six-year deal, the largest in the club’s history, the brand will be exported to the Far East and the US. There are also plans to create a range of Liverpool-badged clothing and footwear.

“Reebok is going to help us take the brand worldwide,” enthused the club’s chief executive Rick Parry. “This is not just about badging the maximum amount of shirts in the shortest possible time. This is a long-term partnership.”

Data sourced from:; additional content by WARC staff