Murals, Limited Beer and a Lot of Touching Videos. How Brands Thank Jurgen Klopp for an Unforgettable 9 Years at Liverpool

Jürgen Klopp has transformed Liverpool into a powerhouse in European football, leading the team to triumphs in the Premier League, UEFA Champions League, FA Cup, and UEFA Super Cup. His tenure saw Liverpool break a 30-year drought by winning the league title in the 2019-2020 season, amassing a record 99 points. Klopp is also an ambassador and advertising face for many brands that cooperate with the club. How brands reacted to the coach’s departure read in the article on SponsorsGo.com.

On January 26, 2024, Klopp announced that the 2023/2024 season would be his final one as the manager of Liverpool, a move that stunned the club’s vast fanbase. This announcement marked the end of Klopp’s remarkable nine-year journey with Liverpool, culminating in an emotional farewell match at Anfield against Wolverhampton on May 19.

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Amazingly, despite his immense popularity, the German coach only created an Instagram page the day before his final match, quickly amassing 2.7 million followers within just a few days. At the same time, over the years, Klopp has had ambassadorial contracts with major brands.

“They are not paying for Jurgen’s reach, they are paying for the strength of his character,” says Craig Hannan, head of brand and marketing for The Anfield Wrap website, in an interview with The Athletic.

How Liverpool’s sponsors and brands represented by Jürgen Klopp thanked him for his nine years at Anfield:

Standard Chartered

The British multinational banking and financial services corporation, which has been Liverpool’s front-of-shirt partner since the 2010/2011 season, released a 25-minute interview with Klopp. Joining him in the discussion were Pep Lijnders, Alex Inglethorpe, Cody Gakpo, and Harvey Elliott. Together, they reminisced and discussed memorable moments from Liverpool’s journey under Klopp’s leadership.

As part of the Inside Anfield project, sponsored by Standard Chartered, a 30-minute video was released capturing the atmosphere of Klopp’s final match. This video offered fans a behind-the-scenes look at the emotional farewell, highlighting the passion and excitement that filled Anfield on that memorable day.

Expedia

Expedia, the largest online travel website owned by Expedia Group, has been Liverpool’s official travel partner since 2020, with their logo featured on the sleeve of the team’s kit in all competitions. To honor Klopp’s legacy, Expedia produced a video featuring Klopp himself, reminiscing about his arrival at Anfield and highlighting memorable moments from the club’s travels to 25 different countries under his leadership.

AXA

An insurance company that has been sponsoring Liverpool since 2018, with branding featured on the club’s training gear, produced a special video for the Inside Training series on Liverpool’s YouTube channel. This video captured the team’s final training session under Jürgen Klopp’s leadership, providing fans with an intimate look at this poignant moment.

Carlsberg and Erdinger

Over 30 years, Carlsberg has partnered with Liverpool, with the beer brand’s logo appearing on the club’s front of shirt from the 1992/1993 season until the 2009/2010 season. Carlsberg Group also includes the beer brand Erdinger, for which Jürgen Klopp has been an ambassador since 2020.

To honor Klopp, Carlsberg and Erdinger shared a joint social media post with a video titled “Thank You, Jürgen Klopp.” Additionally, they released 491 bottles of a limited edition beer, one for every game Klopp managed Liverpool.

In April, a mural featuring a mural of Klopp and a glass of Erdinger appeared in Liverpool. Local media outlets claimed that the bar located in the building became very popular.

Jürgen Klopp tem um novo mural na cidade de Liverpool 🍻#PremierELEVEN pic.twitter.com/NBLflUQQLs

— DAZN Portugal (@DAZNPortugal) April 2, 2024

Wasabi

Wasabi Technologies, Inc. is an American cloud storage service provider headquartered in Boston, Massachusetts, and has been Liverpool’s Official Cloud Storage Partner since 2022. They took to social media to express their gratitude to the coach.

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Deutsche Vermogensberatung

Germany’s largest stand-alone financial services distributor has been Jürgen Klopp’s ambassador since 2015.

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Following Klopp’s announcement of departure from the club, the company launched an advertising campaign featuring the coach.

The company also sponsored the creation of another mural featuring Klopp in Liverpool. They also released a farewell video.

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Klopp stands out as one of the most sought-after managers globally, with a slew of endorsements under his belt. Throughout his career, he works with construction firms like Metylan and Fischer, fitness brands like Peloton, financial services like VR-Bank, treats like Snickers, car brands including Opel and Seat, and sportswear giants like Puma, New Balance, and Adidas.