When Liverpool signed their first sleeve sponsorship deal with Expedia in 2020 the football landscape was very different.
It was early in the pandemic and football, as well as business, was worried about just what the future would look like. Stadiums were off limits to fans and companies were looking at where they could save money during tough times, with many marketing budgets taking a hammering.
To try and bring about new sponsorship deals in such a climate, and to see them increase in value, was no small task for the commercial departments of football clubs.
