Liverpool announce official sleeve sponsor for the first time in club’s history
The Reds follow in the footsteps of several other Premier League clubs such as Chelsea and Manchester City in unveiling a sleeve sponsor
LIVERPOOL have announced that Western Union will become their first official shirt-sleeve sponsor.
The Reds have signed a multi-year partnership with the money transfers services company that will see them become an official principal partner and the official money transfer partner of the club.
The five year deal is worth a total of £25 million and will see the Western Union logo branded on Liverpool's shirt-sleeve next season.
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The Anfield outfit made sure they rolled out their big guns for the unveiling, with manager Jurgen Klopp present.
The deal was championed by the five time European champions chief commercial officer, Billy Hogan.
He told the club website: "Western Union is an instantly recognisable brand with a truly global footprint and we are absolutely delighted to welcome them as our first ever shirt-sleeve Sponsor and official principal partner.
"We are very much looking forward to working with Western Union through this partnership to create new experiences and opportunities for our fans both in the UK and abroad."
A rule change which comes into effect at the start of next season will allow Premier League teams to have a secondary company sponsor.
Fans who have purchased the Reds' 2017-18 home shirt will be able to add the patch free of charge.
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The concept of a sponsored sleeve is by no means a novel idea and teams such as Santos in Brazil’s top flight adopted the advertising ploy years ago.
While Manchester City and Chelsea have begun sleeve sponsorship ahead of the upcoming Premier League season.
Jurgen Klopp's men begin their league season against Watford on Saturday.
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