The extension of the sleeve sponsorship deal between Liverpool and online travel firm Expedia has handed the club another financial boost.
Having been Liverpool’s sleeve partner since 2020, when they inked a £10m per year deal over three years, replacing Western Union, Expedia agreed a new deal for a further four years earlier this week.
The deal ties into the commercial plan within the club of retaining sponsors and generating an uplift with each deal cycle, something which was achieved last year with the extension of the main shirt sponsorship with financial firm Standard Chartered. The value of the new deal with Expedia is understood to have seen a significant uplift, although believed to have fallen short of the £20m per year mark.
