For major European clubs the commercial landscape has changed immeasurably in recent years.
The signing of commercial partnerships is now far more data driven for clubs such as Liverpool, with who they decide to engage with a decision based around much more than simply who pays the most.
Football clubs are big businesses now that seek more from their partnerships than a cheque and putting on some hospitality. That is true for commercial partners, too. They want to know the people they are reaching through sponsorship, they want to be engaged with the club and to maximise the potential of the relationship.
