The Premier League (PL) club, Liverpool Football Club (LFC) have secured a new multi-year global partnership with Husqvarna, a leading innovator in robotic and smart lawnmower technology.
This first-of-its-kind collaboration has marked a significant development for both organizations.
As the official groundskeeping partner, the lawnmower brand will provide LFC with cutting-edge equipment and advanced solutions for optimizing pitch maintenance at Anfield, the AXA Training Centre, and the AXA Melwood Training Centre. This includes the continued use of Swedish manufacturer’s robotic mowers, which have demonstrably maintained the condition of LFC’s playing surfaces since their implementation in 2021.
To mark this exciting partnership, LFC and the outdoor power equipment manufacturer have launched a lighthearted video featuring the club’s award-winning ground staff.
Commenting on the association, Ben Latty, Chief Commercial Officer at LFC, 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.”
Yvette Henshall-Bell, President of Europe, Forest and Garden division at Husqvarna, added, “We are incredibly excited about the partnership with Liverpool Football Club: a globally recognised and prestigious institution that also shares our values, innovative approach and commitment to sustainability. It is truly a perfect match!
“Together, we bring unparalleled experiences to fans and customers worldwide and we look forward to achieving great things on and off the field.”
This partnership offers substantial benefits for both parties. LFC gains access to Husqvarna’s advanced technology, further enhancing the playing experience for its athletes. Husqvarna will leverage LFC’s immense global fanbase and extensive media reach to elevate brand awareness.
LFC’s social media platforms, boasting a combined following of 186 million, will be utilized for co-branded content and activations. Additionally, Husqvarna branding will be displayed on Anfield’s digital LED boards during matches, reaching over 400 million viewers per season worldwide.
Husqvarna, a well-established Swedish company founded in 1689, has a rich history. While initially known for firearms, the entity has become a prominent manufacturer of outdoor power products like chainsaws, trimmers, and robotic lawnmowers, along with high-performance motorcycles.
This partnership is followed by pacts with Japan Airlines, PT Kanmo Weston Retailindo, AXA, and Over the Pitch.
Following a third-place finish in manager Jurgen Klopp‘s farewell season, the Reds have appointed the Dutch manager Arne Slot to lead the team. The club’s new season kicks off on August 17 with an away match against Ipswich Town at 5:00 PM IST.