English soccer side Liverpool have entered into a commercial partnership with Japanese tyre manufacturer Falken Tyres.
The multi-year deal will see Falken become the official tyre and global partner of the Premier League outfit.
The two parties will work together on fan experiences and shared content. Falken will have a strong brand presence on Liverpool’s digital and social media platforms and through pitchside LED boards at their home stadium, Anfield.
Neither the financial terms nor the duration of the contract have been released.
“Falken has great synergy with the club, their focus on attitude and performance align nicely with the club’s values of ambition and commitment,” said Billy Hogan, chief commercial officer at Liverpool. “We are proud to welcome Falken to the LFC family as a global partner and very much look forward to working together and bringing these values to life.”
Saturo Yamatomo, senior executive officer of Falken parent Sumitomo Rubber Industries, added: “We’re delighted to partner with a football club as prestigious as Liverpool. We both believe in an exciting future and we look forward to working together to reward and recognise our customers, as well as connecting with more fans across the world.”
The partnership was launched at an event in Hong Kong on Liverpool’s pre-season tour ahead of their 2017/18 Premier League campaign. The Reds finished fourth in English soccer’s top flight last season and thus qualified for the fourth qualifying round of the Uefa Champions League.