Liverpool FC has expanded its existing partnership with MG Motor to incorporate global markets.
Having originally signed with the Merseyside club in 2016 as its regional automotive partner in China, the new deal now sees the British car manufacturer take up the role as LFC’s global car partner.
Billy Hogan, the club’s managing director (MD) and chief commercial officer, said: “MG, an iconic car brand with a rich sporting heritage, has been a valued partner of the club for the last three seasons and we’re incredibly pleased to not only be renewing this relationship, but also be expanding it on a global scale.”
This deal is the second in quick succession that the European Champions have sealed, after securing a multi-year global betting deal with 1xBet last week. Although the financial terms of this latest partnership is yet to be announced, it is being reported that the club’s value has now exceeded £1bn.
The expanded deal continues to provide MG advertising benefits in and around LFC’s stadium, Anfield, whilst also granting the manufacturer access to players, and exposure on all of the club’s digital platforms.
Michael Yang, MD of SAIC Motor International Business, added: “Just like the well-known saying, ‘one tree does not make a forest’, we’re always looking for more people and partners to come together to create great things.”
Since the original partnership commenced in 2016, MG has created limited-edition Liverpool-branded cars, and seen LFC legends attend China’s International Motor Show.
Hogan looked forward to the continued partnership, concluding: “As partners, we have brought some incredible opportunities to our fans and chances for them to get closer to the action. I’m looking forward to seeing what else we can achieve now that our focus becomes global.”