Even as Liverpool's board negotiates takeover bids with potential new owners, its highly acclaimed commercial team have secured another new partnership.
Jack Wolfskin, the German clothing brand, will be a feature at Anfield for the next three years after signing a new deal to sponsor Liverpool. The move comes as the brand looks to up its brand recognition in the UK - it also sponsored the Emirates Cup, Arsenal's pre-season tournament this wekeend - and follows a string of sponsorships it has signed in German sport in recent years.
It is also the latest in a string of sponsorships secured by Liverpool's commercial team. Most notable was the club's new shirt sponsorship deal with Standard Chartered, worth well in excess of US$100 million over the length of its contract.
"The decision to partner with a popular and historical club such as Liverpool was in keeping with our goals of increasing brand recognition in the UK by using the popularity of football and to attract new target groups to the outdoor clothing market. This strategy builds on the huge success that Jack Wolfskin has had on the domestic market," said Manfred Hell, managing director of Jack Wolfskin GmbH & Co. KGaA, to the official Liverpool website.
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"For many years, sponsoring the German league has been one of the most important elements of Jack Wolfskin's brand promotion in Germany, which is why we are all the more delighted to be active with England's most successful club as part of this expansion abroad. This unique combination of tradition and success and the inimitable legend of Anfield Road would set any football fan's heart racing."
Ian Ayre, Liverpool FC's commercial director, addedL "We welcome Jack Wolfskin to our family of partners. They are seeking to expand their business in the UK, and our goal is to help them increase awareness of their products that are designed for high altitude and outdoor activities."
Jack Wolfskin, the German clothing brand, will be a feature at Anfield for the next three years after signing a new deal to sponsor Liverpool. The move comes as the brand looks to up its brand recognition in the UK - it also sponsored the Emirates Cup, Arsenal's pre-season tournament this wekeend - and follows a string of sponsorships it has signed in German sport in recent years.
It is also the latest in a string of sponsorships secured by Liverpool's commercial team. Most notable was the club's new shirt sponsorship deal with Standard Chartered, worth well in excess of US$100 million over the length of its contract.
"The decision to partner with a popular and historical club such as Liverpool was in keeping with our goals of increasing brand recognition in the UK by using the popularity of football and to attract new target groups to the outdoor clothing market. This strategy builds on the huge success that Jack Wolfskin has had on the domestic market," said Manfred Hell, managing director of Jack Wolfskin GmbH & Co. KGaA, to the official Liverpool website.
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"For many years, sponsoring the German league has been one of the most important elements of Jack Wolfskin's brand promotion in Germany, which is why we are all the more delighted to be active with England's most successful club as part of this expansion abroad. This unique combination of tradition and success and the inimitable legend of Anfield Road would set any football fan's heart racing."
Ian Ayre, Liverpool FC's commercial director, addedL "We welcome Jack Wolfskin to our family of partners. They are seeking to expand their business in the UK, and our goal is to help them increase awareness of their products that are designed for high altitude and outdoor activities."
Me neither. German fashion is not something that gets me too excited though. Have you seen how Did Hamman dresses... 
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