Liverpool still have a chance of winning four trophies this season - the Premier League, FA Cup, EFL Cup and Champions League - yet they're also doing well off the pitch.
The Reds have landed a new commercial partner in Wasabi Technologies, a Boston-based company who've become the club's official cloud storage partner.
Liverpool have also extended their partnership with EA Sports - the video game company that makes FIFA - having first agreed a deal in 2019.
"We are always looking for ways to innovate and enhance the technology we use to store and share important files and information across the business," said Drew Crisp - the senior vice president of digital at Liverpool - on the Wasabi Technologies deal.
"Data is becoming increasingly central to how the world of sports operates.
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"As a result, our data is incredibly valuable, so safely and efficiently storing and accessing that information is critical to the way we operate as a business and a football club.
"So we’re excited to welcome Wasabi Technologies as our new cloud storage partner.
"As Wasabi looks to continue its exponential growth and provide a highly competitive cloud storage alternative in this rapidly expanding market, it wanted to partner with a brand that has huge global reach and could provide the platform to drive brand awareness and engagement.
"With LFC’s huge global audience and marketing capabilities, we’re delighted to provide the brand platform that Wasabi needs."
On the EA Sports deal, Crisp added: "The exciting worlds of football, online gaming and e-sports are becoming increasingly intertwined, as fans seek new digital engagements as a means to connect with footballing action across physical and virtual settings.
"Throughout our partnership with EA Sports, we have worked hard to give our supporters unique content and more opportunities to engage with Liverpool FC through the innovative and exciting world of e-sports.
"We are delighted to be extending our relationship and look forward to seeing what else we can achieve together through the power of gaming and play."
Liverpool are quickly becoming one of the most commercially viable clubs in the world, challenging the likes of Manchester United, Real Madrid and Barcelona.
Despite the Covid pandemic, the Reds' commercial revenue rose by £29million to £217m in the year ending May 2020 after signing a number of lucrative deals.
Nike became Liverpool's new kit supplier, while AXA and Expedia have both become "principal" partners. The club have also announced partnerships with the likes of SC Johnson, Vista and Sonos during the last two years.
Liverpool's new training facility - which opened in November 2020 - is named after AXA and Expedia's branding can be seen on the sleeve of the team's kit.
The Reds' main partner remains Standard Chartered, a financial company who've sponsored the kit since the beginning of the 2010-11 campaign.
"If you look back at the number of partnerships that we've launched over the last 12 months, I think it has been one of if not the most successful years for Liverpool in terms of the number of partnerships that we have brought on board," Liverpool's former commercial director Matt Scammell told the ECHO in September 2021.
"I'm not going to go into the commercials behind those, but commercially for the club it has been a strong year.
"That isn't by accident, good things don't happen by accident and that is all about demonstrating the value that we can bring to those partners."
