Liverpool sign new long term sponsorship agreement

Liverpool’s reach extends far beyond the city where the club was founded.

The Reds have built a global following around their history, identity and success, with supporters across continents engaging with the club through football, digital content and commercial partnerships.

That worldwide audience has helped Liverpool develop relationships with leading brands across a range of industries.

The club’s commercial partnerships increasingly connect supporters with LFC through content, technology, fan experiences and matchday activity.

Gaming has been part of that connection for more than a decade. Liverpool first partnered with EA SPORTS in 2013, beginning a relationship that has continued to evolve alongside changes in football gaming.

Liverpool FC and EA SPORTS have now renewed their long-standing partnership, taking the relationship beyond a decade. EA SPORTS will remain the club’s official football simulation game partner, with the new agreement building on content, digital activations and fan experiences.

One of the partnership’s most successful features has been the annual player ratings reveal series. Liverpool says the content has generated more than 115 million views and 6.6 million engagements across the club’s social media channels.

The renewed partnership will also place greater focus on Liverpool FC Women, with EA SPORTS and the club set to create more content featuring the team, including activity at the AXA Melwood Training Centre.

The agreement comes alongside the launch of EA SPORTS FC 27.

Liverpool forward Rio Ngumoha and new signing Bradley Barcola have been named global ambassadors for the game, while Virgil van Dijk has the club’s highest Liverpool FC rating at 88.

Natalia Ramos leads the Liverpool FC Women ratings with an overall score of 82. Supporters can also represent the club in-game through LFC and Adidas items, while The Grounds provides a shared football environment for up to 100 players.

The partnership will extend to Anfield, where supporters will have opportunities to play EA SPORTS FC 27 in the Fan Zone before Liverpool FC Women’s Merseyside derby on September 27 and the men’s home fixture against Manchester City on October 11.

The partnership has developed significantly since the original agreement in 2013. EA SPORTS became Liverpool’s official football simulation game partner in 2019, before the two sides announced another long-term extension in 2022.

The latest renewal continues a relationship that now spans more than a decade, bringing Liverpool’s men’s and women’s teams, digital content and matchday experiences together with EA SPORTS FC.

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