Contract details
Start date:
End date:
Status:
2017
2020
Money transfer partner and shirt sleeve sponsor
Inventory:
Leagues and Tournaments:
Sleeve
Liverpool FC and Western Union Partnership: A Timeline
On August 9, 2017, The Western Union Company (NYSE: WU) announced a multi-year partnership with Liverpool Football Club. As part of the agreement, Western Union became Liverpool’s Official Principal Partner and Official Money Transfer Partner. The collaboration also introduced the Western Union logo as the club’s first-ever Official Shirt Sleeve Sponsor, marking the debut of sleeve sponsorships in Premier League history.
#LFC have partnered with @WesternUnion – our first-ever shirt-sleeve sponsor! https://t.co/NDMpNUNO6D pic.twitter.com/JriCbbBYvr
— Liverpool FC (@LFC) August 9, 2017
Leveraging Global Platforms for Connectivity
Through this partnership, Western Union utilized its advanced cross-border digital payment platform to provide money transfer capabilities for the club and its global fanbase. The company aimed to deliver fast, secure, and efficient digital transactions, aligning with Liverpool FC’s widespread audience of over 700 million global followers.
This collaboration highlighted the alignment between Liverpool FC’s 125-year legacy and Western Union’s 160-year history of connecting communities across 200+ countries and territories.
Expanding Marketing Rights and Fan Engagement
Western Union benefited from a broad range of marketing and promotional rights, including:
- Digital and Social Media Campaigns: Featuring exclusive content and fan engagement initiatives.
- Pitchside Branding: LED messaging visible during matches at Anfield Stadium.
- Access to Players and Legends: Opportunities to leverage Liverpool FC’s star power for campaigns.
- Exclusive Hospitality and Conference Rights: Enhancing business relations through unique events.
To celebrate the partnership’s launch, Western Union offered Liverpool fans in select countries fee-free money transfers during August 2017, further deepening fan engagement.
End of the Partnership
Despite its success, the partnership ended after the 2019/2020 season, three years into the originally reported five-year agreement. Western Union cited evolving business needs as the primary reason for concluding the sponsorship.
A spokesperson stated:
“Western Union’s sponsorship of Liverpool Football Club has been very successful for both our business and our brand. However, as our objectives evolve, we have decided not to continue the sponsorship beyond this season. We wish Liverpool FC continued success and thank the club for their support.”
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