Contract details
Start date:
End date:
Status:
2020
2027
Official travel partner
Inventory:
Leagues and Tournaments:
On October 17, 2020, Liverpool and Expedia announced a multi-year sponsorship agreement until 2023. Expedia became the official travel partner of Liverpool FC, with their logo featured on the sleeve of both the men’s and women’s team kits. The brand’s main marketing strategy aimed to engage with a large portion of the club’s fans, offering emotional connections, player access, matchday activities, and branded content.
#LFC 🤝 @ExpediaUK
— Liverpool FC (@LFC) October 17, 2020
Together with Expedia, one of the world's largest full-service travel sites, we have set off on a multi-year agreement that will position the travel platform as a principal partner of the club, landing on the shirt sleeve of both men's and women's team kit 🙌
As the contract was signed during the tourism restrictions caused by the COVID-19 pandemic, the club and brand also plan to collaborate on travel arrangements once the pandemic period ends.
Adam Jay, president and co-lead of marketing at Expedia Group, expressed excitement about the partnership, stating, “We are thrilled that Expedia is now the official travel companion of Liverpool FC. When we can all freely experience the joy of travel again, we look forward to being the perfect travel companion for the Reds and their fans around the world, ensuring that wherever they are, they will never walk alone.”
The first appearance of Liverpool with the Expedia logo on the sleeve occurred during the Merseyside Derby in the Premier League between Everton and Liverpool at Goodison Park on October 17, 2020.
On March 5, 2021, as fans returned to the stadiums in Liverpool and other cities, Expedia marked the occasion with a special TV commercial titled “With You All The Way.” The advertisement showcased players and club fans, emphasizing the sense of community and shared experiences that football brings such as the ability to travel the world with the team.
Rather than directly promoting tourism, Expedia took a refreshing approach by highlighting the passion and camaraderie among fans. The soundtrack of the advertisement featured the iconic song “Groovy Train” from the 90s, produced by the Liverpool-based band, The Farm.
Expedia x LFC: With You All The Way from Octagon on Vimeo.
The company and the club also unveiled captivating videos featuring Jurgen Klopp, Virgil van Dijk, Joe Gomez, Andy Robertson, Diogo Jota, Alex Oxlade-Chamberlain, and other players sharing their travel experiences. These videos quickly gained millions of views on YouTube and Liverpool’s diverse social media platforms.
‘Wherever we go, our supporters are already there’
‘Robertson, Gomez & Kelleher on their away day routines, roommates & more!’
‘Global cities & global footballers | Milner, Jota & Curtis Jones are put to the test with Tekkz’
‘Best bits from brilliant roomates challenges’
‘Travel Like A Champion with Virgil van Dijk, Alex Oxlade-Chamberlain and Nat Phillips’
Moreover, LFC and Expedia collaborated on the ‘Nothing Beats Being There’ campaign, a series of compelling stories featuring players and genuine fans recounting their journeys to some of the most memorable matches in recent history for both men’s and women’s teams.
In the first episode, Jerzy Dudek reminisces about the historic Champions League final in Istanbul in 2005.
The second episode was dedicated to the 2019 Champions League final in Madrid, in which Liverpool beat Tottenham 2:0. In the video, Jurgen Klopp and the club’s fans talk about their personal experiences and emotions of the golden final.
In the third episode Bristol’22, the focus shifts to Missy Bo Kearns, Niamh Fahey, Yana Daniëls, and their dedicated group of traveling superfans. The episode delves into their experiences during the Bristol City away match, along with the remarkable journey of Liverpool FC Women as they make a resounding return to the Women’s Super League.
As part of their offline activations, Expedia offered free travel support for LFC Women’s away matches that season. They even introduced a specially branded bus for the occasion.
Our away trip to Spurs Women on Sunday saw the launch of a new initiative for supporters courtesy of the club's official travel partner, @Expedia. 🚌
— Liverpool FC Women (@LiverpoolFCW) October 18, 2022
Expedia, on its part, launched a dedicated webpage where millions of site users could book tours to Anfield and the club museum. Liverpool fans also have the opportunity to find nearby hotels when attending the club’s away games.
On March 10, 2023, Liverpool FC and Expedia announced a four-year extension of their partnership, continuing the presence of the Expedia logo on the sleeve of both the men’s and women’s teams.
We are delighted to continue our journey with @ExpediaUK, one of the world's largest full-service travel sites, re-signing the travel company as a Principal Club Partner and official shirt sleeve sponsor for both the men’s and women’s team for a further four years.
— Liverpool FC (@LFC) March 10, 2023
Michele Rousseau, senior vice president of global brands at Expedia, expressed enthusiasm about the extended partnership with Liverpool FC. She stated, “We’re truly excited to be extending our partnership with the Liverpool FC family, continuing to support both the men’s and women’s teams while playing a vital role in enabling the fan travel experience.”
“We’re proud of the progress we’ve made together,” she added, “and are looking forward to pushing the boundaries further by enriching the fan experience through travel over the next four years and proving that nothing beats being there.”
The fan bus initiative has gained popularity among supporters. As a result, for the 2023/24 season, Expedia is now offering two free Liverpool FC Women fan coaches to transport supporters to every one of LFCW’s Barclays Women’s Super League away games.
During their partnership, Expedia has collaborated extensively with LFC to simplify travel for fans. Expedia® Live, accessible on the Expedia website, serves as a central platform where Reds supporters can organize all travel arrangements for matches, whether at home or away. From booking accommodation and flights to renting a car, LFC fans can track the Reds’ journey and access exclusive deals available to Expedia members.
Expedia has also launched a new brand campaign titled ‘Finding Liverpool.’ The digital branded content will be showcased across Expedia’s paid and owned social channels, as well as partner distribution channels and OOH activations. This initiative aims to encourage people to sign up with Expedia Live to experience the beauty of football and explore Liverpool themselves.
As part of the campaign, Expedia has produced a series featuring prominent figures such as Virgil van Dijk, Trent Alexander-Arnold, Wataru Endō, Shanice van de Sanden, Missy Bo Kearns, and Fūka Nagano. The three-part series was released gradually throughout March and April, with a special episode featuring Jürgen Klopp, who is stepping down as the club’s head coach at the end of the season, scheduled to be released in May.
Episode 1
Episode 2
Episode 3
Expedia has also signed a brand ambassador deal with club defender Virgil van Dijk. The brand’s website featured a travel guide to the player’s favorite spots in Liverpool.
Future collaborations may involve the player’s participation in brand advertising campaigns, editorial and social media content, PR events, and brand engagement activities for the broader Expedia Group, which includes Expedia, Hotels.com, and Vrbo.
Expedia regularly organizes ticket giveaways for Liverpool’s home matches on the club’s website, as well as quizzes with prize giveaways for social media content.
Additionally, Expedia promotes partnerships with hotel chains offering special deals among fans.
Social Media
Expedia became a “Arrived” posts sponsor of Liverpool in social networks. All the videos arriving of the team at the stadium are supporting branded with Expedia logo.
Good afternoon, lads 👋#LIVBRE | #AD pic.twitter.com/4iT070u9bb
— Liverpool FC (@LFC) November 12, 2023
HR Marketing
Expedia Group also uses the opportunities of a sponsorship contract to achieve its HR goals. For example, he gives tickets to home matches to distinguished employees of the company.
Charity
Expedia actively supports charitable initiatives. For instance, in December 2023, two 8-year-old Liverpool FC fans named Oliver and Charlie embarked on a remarkable journey to Anfield. Collaborating with The Owen McVeigh Foundation, a charity dedicated to creating lasting memories for children battling cancer, Expedia and Liverpool FC orchestrated an unforgettable experience for the duo. Despite facing significant challenges in their young lives, Charlie, who has been fighting acute lymphoblastic leukemia for two years, and Oliver, who has completed treatment for stage 4 neuroblastoma, were given the opportunity to create cherished memories at the stadium.
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