Credit: Han Yan/Xinhua News Agency/PA Images

Liverpool Football Club has expanded and renewed its partnership with Petro-Canada Lubricants with the new agreement including its parent company HollyFrontier to the deal. 

In February 2018 Liverpool struck an initial three-year partnership with Petro-Canada Lubricants, however, it seems that following a successful collaboration the firm has opted to incorporate its parent company into the fold.

In fact as part of the new expanded agreement, HollyFrontier commercial brands, which include Petro-Canada Lubricants and Sonneborn, have become global partners and the official oil and lubricants partner of the Premier League champions.

Matt Scammell, commercial director at Liverpool FC, stated: “We are extremely pleased to broaden our relationship with HollyFrontier along with their Petro-Canada Lubricants and Sonneborn brands.

“We are delighted to partner with a global business that shares our values of ambition and commitment and we look forward to strengthening our partnership further and achieving great things.”

The agreement will see HollyFrontier’s brand gain an array of Liverpool assets to engage with customers and distributors, these include access to player and legend appearances, exclusive marketing assets and, events at Anfield’s facilities, when COVID-19 allow so.

Additionally, HollyFrontier will be prominently featured on matchday at the stadium whilst also being seen on LFC’s digital channels. The deal is expected to strengthen the firm’s brand awareness and expand its customer reach to a global market.

Bruce Lerner, president, HollyFrontier Lubricants and Specialties, added: “We are proud to partner with an organisation that shares our commitment to excellence.

“As world champions, Liverpool FC is a global leader in its field and shares HollyFrontier Lubricants and Specialties’ performance-ready ethos.”

Insider Insight: With two weeks until the start of the 2020/21 campaign Liverpool are still on the lookout for new sleeve sponsors following the early termination of its partnership with Western Union. Nevertheless, its new deal with HollyFrontier will undoubtedly help strengthen what is already a solid commercial portfolio. 

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