Liverpool are prepared to compete with their rivals on and off the pitch with the club announcing a club-first commercial deal.
Having secured a major multi-year deal with Japan Airlines last week with the company becoming the Reds’ first official airline partner for five years, Liverpool have now added another partnership to their growing portfolio.
Swedish firm Husqvarna, one of the global leaders in smart mowing and robotic technology, has signed a multi-year deal that will see them become the official groundskeeping partner of Liverpool, the first partnership of its kind for both parties.
Since 2021, Liverpool have been using Husqvarna robotic mowers to maintain the pristine conditions of the pitches and green spaces at AXA Training Centre and AXA Melwood Training Centre.
Husqvarna robotic mowers have also been supporting the club’s grounds management team to ensure the Reds’ playing surfaces continue to be of the highest standard for players.
However, Husqvarna’s ‘state-of-the-art equipment and innovative solutions’ will be more deeply integrated into the club’s groundskeeping teams’ daily routines and pitch upkeep.
Ben Latty, chief commercial officer at Liverpool, said: “We are thrilled to announce this partnership between Liverpool FC and Husqvarna, two premium market leaders united by their shared values and innovative approach.
“We have developed ambitious commercial targets to attract the best brands that fit with Liverpool Football Club, and that can also help drive further success on the pitch.
“Husqvarna’s reputation for quality and innovation in grounds maintenance is unmatched, and we look forward to working closely with them to ensure our facilities continue to be maintained to the highest possible standards.”
The deal is another major brand added to the growing list of Liverpool commercial partners as the club chases down the £300m figure in commercial revenue having posted a club-record £272m during the 2022/23 financial year.
