Contract details
Start date:
End date:
Status:
2019
2022
Global automotive partner
Leagues and Tournaments:
Liverpool FC and MG Motor: A global partnership overview
In July 2019, Liverpool FC and MG Motor expanded their existing regional collaboration, previously limited to China, to incorporate global markets. MG, which initially served as Liverpool FC’s Official Automotive Partner in China, upgraded its partnership by becoming the club’s global automotive partner.
A broader global focus
With this new global designation, MG Motor sought to leverage the relationship to boost its brand awareness and accelerate growth outside of China. The company strategically targeted key international markets, including Europe, the Middle East, Australia, South America, and North Africa. The goal was to capitalize on Liverpool’s global fanbase and increase MG’s visibility across these regions.
Marketing and activation
As part of the collaboration, MG Motor benefited from a variety of marketing assets provided by Liverpool FC. These included signed merchandise, LED perimeter advertising at Anfield, digital and social media support, as well as access to first-team players for marketing campaigns. MG Motor used these opportunities to create special-edition LFC-branded vehicles, produced exclusive TV commercials, and attended prominent automotive events like the International Motor Show in China.
While the partnership was initially seen as a strong and mutually beneficial collaboration, it concluded in mid-2022.
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