Premier League: Liverpool signs global sponsorship deal with Kodansha

Former Premier League champions Liverpool has added another sponsor to an impressive portfolio as they confirmed a deal with Japanese publishing company Kodansha as a new sponsor. During the course of this multi-year association, Kodansha will act as the club’s official publications partner. 

Kodansha publishes a diverse range of products, including TV and anime, magazines, picture books and novels, and official merchandise. As part of the deal with Liverpool,  Kodansha ensures a launch of a community initiative named ‘Creative Works’ launched in collaboration with the club’s official charity LFC Foundation. The initiative is set to begin in September this year. This will be an employability programme for four cohorts of students from Liverpool John Moores University and local colleges. Support and guidance will be provided to the participants which would further help them in reaching new heights in their career. The company will also make some donations to other causes in the Liverpool community. 

Billy Hogan, Liverpool’s chief executive officer, said: “Over the past 18 months, our LFC Foundation has been building its ‘Works’ initiative, to provide a range of employability schemes for those aged 16 and over to help get their foot on the career ladder. We are delighted to work with Kodansha to launch ‘Creative Works’, a programme that will provide opportunities for young people to pursue their dreams in creative careers and realise their potential.”

Asia is a big market for Premier League clubs over the years. Liverpool boasts a big fan following in Asia, so getting another sponsor in the continent will further help the club explore the market. Liverpool’s sponsorship remarkable sponsorship portfolio includes the likes of Nike and Standard Chartered. AXA and Expedia are the training kit sponsors of the English club. AXA Training Centre was also opened in November 2020 which became the new training centre for the former English champions. In May, the Merseyside club also signed a long term deal with energy drink brand Predator Energy

Liverpool had a difficult 2020-21 season as they narrowly got the Champions League spot for next season and had a season riddled with injuries. The club also failed to defend the Premier League title to Manchester City. Jurgen Klopp is expected to strengthen the squad this summer as they have already paid a big fee for RB Leipzig defender Ibrahima Konate.

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